Brains Brewery is kicking off the festive season by tapping into local Welsh creativity. The iconic brewery has partnered with Arts & Business (A&B) Cymru to commission two talented Welsh artists to design the artwork for the pump clips of its 2025 Christmas Ale lineup.
This exciting collaboration is the first commission in The Art of Brains, an ongoing initiative designed to connect the brewery with the vibrant Welsh arts sector while driving a fresh rebrand and contemporary new look for its seasonal beers.
Approaching A&B Cymru with a brief to find modern, energetic artwork, Brains sparked a competitive call for submissions across the organisation’s nationwide network. Over 30 artists applied, showcasing the depth of talent within the Welsh visual arts community.
Following a rigorous selection process, two artists were awarded a £500 commission fee each:
- James Barry: The Cardiff-based illustrator was selected to design the pump clip for Brains’ Christmas Beer.
- Thomas S Wolfe: The Swansea artist was chosen for his distinctive illustration for Santa’s Ale.
Their work will be prominently featured on beer pumps in pubs and bars across Wales and the UK from November throughout the festive period.
“We were thrilled that so many artists applied for this opportunity. The quality and imagination on display were outstanding,” said Sara Leigh Webber, Head of Marketing at Brains Brewery. “James and Thomas have given Brains a fresh new look that feels full of energy and creativity. Their artwork will really catch the eye in pubs across Wales this Christmas, and we can’t wait to see the finished pump clips come to life.”
The project serves as a prime example of how business and the arts can form mutually beneficial partnerships. Rachel Jones, CEO of A&B Cymru, commented: “This project is a brilliant example of how businesses can partner with the arts to achieve core objectives in creative and impactful ways. We are delighted to work with Brains on a commission that provides valuable opportunities for Welsh artists while supporting an iconic Welsh brand.”
The commissioned artists expressed their honour in contributing to the visual identity of the famous brewery.
“I’m thrilled to have my design chosen for Santa’s Ale. Brains is such an iconic Welsh brand, and it was a fantastic creative challenge,” said artist Thomas S Wolfe.
Cardiff native James Barry added: “The dragon, the stained-glass windows, and the iconic brewery chimney have been part of Cardiff’s visual identity my whole life. It’s an honour to contribute to the imagery of Brains and to be part of its Welsh story through this commission.”
The Art of Brains initiative will continue into 2025, with further commissions already planned, including new artwork themed around the Six Nations rugby tournament.
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