Malton Brewery: I’ve seen a spike in sales since I was featured on Channel 5 series Our Great Yorkshire Life and Peter Wright tried my Yorkshire pudding beer

In 2019, the owner of Malton Brewery, Howard Kinder, was inspired to produce a Yorkshire pudding beer when he saw the recipe unveiled on the side of a wall in Malton.

It took him six months to perfect the product and after winning the Channel 4 series Aldi’s Next Big Thing in 2022 the beer was sold nationwide.

Mr Kinder has since appeared on other TV shows, more recently, an episode of the Channel 5 series Our Great Yorkshire Life, which aired last week.

He has since been approached by many people who have shown interest in the beer, including people from the US.

“We saw a nice uplift straight away as the programme was being televised and subsequently in the days after as people have recorded it and decided they wanted to buy it,” Mr Kinder told The Yorkshire Post.

“After the episode [aired], it’s quite strange really because we had a few people who enquired from America, I don’t know how they watched it but they must have been aware of it and streamed it online.

“We probably get 10 to 15 orders a week online and that’s gone up 10 fold. We probably had around 60 orders [since the episode aired] and are still dropping through.”

During the episode, The Yorkshire Vet star Peter Wright not only observed and helped Mr Kinder make the Yorkshire Pudding Beer, he also had a pint at the end of filming.

“He genuinely liked it and continued to drink it [off screen],” Mr Kinder said.

“A lot of people will say something [positive] for the camera but he certainly seemed genuinely interested.

“What you didn’t see [on TV] is that we all went down to the river at the bottom of the brewery and sat down there drinking the beer as well after the filming.”

Mr Kinder said he really enjoyed the filming process.

“The owners of Fitzwilliam Estate [who own quite a bit in Malton] were approached by the production company in respect of any producers in town who would be of any interest,” he said.

“They did a bit of filming with two or three other traders in town including Florian, the macaron man and the ice cream business as well.

“The filming took about four or five hours and we made a full run of Yorkshire Pudding Beer, putting the puddings in, they partook in [making it] and [observed] the process and then at the end we had a drink.

“I didn’t have any idea of what was going to be televised [until they arrived]. It was an enjoyable day, they enjoyed it as much as we did.”

Malton Brewery is not new to exposure in the US as Mr Kinder has received a lot of interest over the last two years.

“We do get a lot of enquiries from America, in the last two years our internet track has been over 120,000 hits and six per cent of that has come from America,” he said.

“We have appeared in a couple of things over there so there is a bit of interest. Apparently they don’t call them Yorkshire Puddings over there, they call them popovers.

“The orders that came in came from all over the country. You’d think most of them would buy the beer but some of them bought flat caps.

“The most popular product will be four bottles and a box, so you can preempt that and get quite a bit made already.”

Yorkshire Pudding Beer is now sold at various sites owned by English Heritage and Morrisons and has sold out at this year’s Egton Show.

“When we were at Egton, I think everybody there watched the programme because they were all aware of it,” Mr Kinder said.

“We got a lot of reaction to it at the Egton Show and everybody was very positive about it. It’s something different, it’s a very tough market to operate into.

“One of our customers who sell loads [of Yorkshire Pudding Beer] is English Heritage.

“They stock it at all of the historical sites around Yorkshire: Whitby Abbey, Scarborough Castle, Rievaulx Abbey, Helmsley Castle, Pickering Castle, they all stock Yorkshire Pudding Beer and it’s one of their most popular products.

“We still stock in Morrisons and they are still increasing the number of stores that they want us to go into; their sales of the beer grow every year. We don’t see a downturn [in sales], it's consistent.”