RedWillow’s ‘Feckless’ secures regional listing

RedWillow Brewery is bringing its flagship 4.1% best bitter, Feckless, to select Co-op stores across the North West of England, UK.

The launch introduces Feckless in a bottled format, specifically tailored for the off-trade. Known as one of RedWillow’s most iconic brews, this 4.1% traditional best bitter bridges the gap between the brewery’s craft credentials and the mainstream demand for classic British beer styles.

The listing follows a direct approach from Co-op’s beer buying team, reflecting a push by the retailer to capitalise on regional brand loyalty. By transitioning a much-loved local draught favourite into a stable bottled product, RedWillow is tapping into the resilient premium ale category, which continues to see growth as consumers trade up to independent labels with authentic stories.

Feckless is a quintessentially British best bitter, brewed with a focus on balance and drinkability. To ensure the product met the scale and quality requirements for a major retail rollout, RedWillow partnered with Stockport-based family brewer Robinsons. This collaboration allowed RedWillow to use Robinsons’ specialised packaging and production facilities, ensuring the bottled version maintains the integrity of the original recipe.

The product is aimed at traditional ale drinkers and localist shoppers within the North West of England. The rollout gained momentum throughout 2025 and has now culminated in a targeted regional distribution. A key component of the strategy involved a visual relaunch; RedWillow rehired original designer Jon Pink to create a label that balances the brand’s heritage with the high-impact shelf-standout required in a competitive supermarket environment.

“We’re genuinely thrilled to see Feckless reach a new audience through Co-op. It’s a beer that means a great deal to us, and having it available on shelves across the North West feels like a real milestone. Working with Jon again on the label design made it all the more special — it felt like bringing things full circle,” says Toby McKenzie, founder of RedWillow Brewery.