Ryan Reynolds and Rob McElhenney announced their co-ownership of Wrexham Lager with a silly spot featuring a telegraph machine to pay homage to the brewery's long-standing history.
The Hollywood actors acquired a majority stake in the oldest British lager brewery, which is still in operation four years after purchasing Wrexham AFC, the community’s soccer team, with which the brewery is associated.
The duo’s partnership has significantly increased the visibility of the Wrexham Lager brand, particularly thanks to a documentary series focused on their ownership.
Wrexham was acquired by Red Dragon Ventures, a joint venture company formed by the R.R. McReynolds Company and the Allen family of Skaneateles, New York. It was created to drive growth in the Wrexham community and Wrexham AFC.
James Wright, CEO of the Wrexham Lager Beer Co. Ltd, said McElhenney and Reynolds have been “doing wonders” for the Welsh town of Wrexham.
“This is a brand with great heritage — the oldest lager brewery in Great Britain, once enjoyed across the world. So, to have Rob and Ryan onboard as we embark on international expansion is huge for us,” he added.
Community is very much at the heart of what we do. https://t.co/LD7ybMKrmv
— Wrexham Lager (@WXM_Lager) October 29, 2024
According to an official statement, the acquisition represents a landmark deal for the town and will boost Wrexham Lager’s infrastructure and international production.
“As co-chairmen of Wrexham AFC, we have learned a lot. The connection between club and community, the intricacies of the offsides rule, and the occasional need for beer — especially after finance meetings.
Wrexham Lager has a 140-year-old recipe and a storied history and we’re excited to help write its next chapter,” said McElhenney and Reynolds.
With two celebrities who are active on social media as its owners, Wrexham Lager already has an edge when it comes to implementing influencer marketing.
Reynolds alone has 54 million followers on Instagram, 21.7 million on X, and 4.72 million on YouTube. With these numbers, it will be a lot easier for the brand to gain awareness and recognition across the globe.
'Welcome to Wrexham Lager'
The 42-second spot opens with Reynolds introducing himself as the co-chairman with a telegraph machine — an ode to the period in which Wrexham Lager was established.
McElhenney also introduces himself via Morse code before stating that the pair has a “huge announcement”.
As Reynolds announces that the two are “proud co-owners of Wrexham Lager,” he opens a Wrexham beer can, proving that Wrexham has a beer.
View this post on Instagram
“Brewed since 1882,” Reynolds punches into the machine, explaining why they are using “1882 technology."
In true Reynolds fashion, they had to stop in the middle because his hand is cramping.
Ironically, Reynolds types, “Literally speechless," before the campaign card reveals that the beer is now available in Australia, Great Britain, Japan, Scandinavia, and Wales, coming soon in the U.S. and Canada.
The spot ends with a few Morse code beeps, which some viewers have suggested means “Easter Egg."
Reynolds, who previously owned Aviation Gin, recently starred in the brand's Negroni Week campaign, which ran from September 16 to 22.
