Brewery raises a glass to River Ure salmon campaign

T&R Theakston brewery, in Masham, has revealed its new specially brewed beer called Infallible – named after a salmon fishing fly – to coincide with its long-term sponsorship of the Ure Salmon Trust Project.

Over the next six years, the Trust is aiming to raise £100,000 annually to help fund the Environment Agency-backed ecological and environmental initiative, which it hopes will see the River Ure named as one of England’s best salmon fishing rivers for the first time in more than 100 years.

In addition to re-introducing young wild salmon into tributaries along the Ure, the project aims to restore great swathes of river banks which have crumbled over the past few decades, causing gravel beds around the natural breeding grounds to silt up.

T&R Theakston executive director Simon Theakston said: “This is a wonderful scheme that will bring environmental, ecological and economic benefits to the region.

“For more than 180 years we have been brewing beers in Masham, a town situated on the banks of the River Ure. We therefore feel a very strong affinity with the river and are delighted to help with the project’s aims.

“Improving the river sufficiently to support wild salmon in the numbers anticipated will form a lasting legacy for the area for generations to come.”

Trust member Richard Bourne-Arton said: “This beer will greatly help promote the Ure Salmon Trust and its aims.”