New look for Cheddar Ales

May 5, 2008: Cheddar Ales, in Somerset, established in 2006, has relaunched with a new look to give contemporary marketing to its very traditional beers.

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Head brewer Jem Ham said: "Real ale is currently enjoying a rejuvenation. More people are starting to recognise that it is a great local product that should be celebrated. Real ale is made with natural ingredients, is easily as diverse as wine and often goes better with food.

"We are sure that anyone who's interested in trying new beers can find something they will love within our range. To encourage people to try our beers we need them to appear as inviting as possible but, at the same time, we need to respect tradition and not annoy the regular real ale drinkers by trying to be too trendy. In coming up with our new look we had to strike a balance, and we hope that everyone likes the results."

Cheddar Ales' new look is designed to stand out in any modern gastropub, stylish bar or restaurant, attracting venues one wouldn't normally think of as real ale outlets.

Award-winning Potholer Golden Ale (4.3%) is an equally contemporary style of beer, being light in colour but with a full, zesty flavour. It is very suited to modern palettes and goes really well with food.

But, being a brewery that fully appreciates real ale's history, Cheddar Ales' new look also gives a nod to classic design styles. As such, its beers still sit just as well on the bars of local pubs and clubs.

Gorge Best Bitter (4%), the new name for Cheddar Ales Best, sells particularly well in traditional pubs, being a fresh alternative to fading older brands for those customers with more traditional tastes.

Jem added: "We're hoping to catch people's attention and get them interested — not just the people who will drink the beer, but also the pubs and restaurants that should realise there is a lot to gain from exploring real ales in greater depth."

CHEDDAR ALES

Opened in 2006 by head brewer Jem Ham, Cheddar Ales is based at Winchester Farm, on the edge of Cheddar village, near the famous Cheddar Gorge. It uses only the finest ingredients and time-honoured methods to produce a range of beers for traditional and modern tastes alike. The brewery currently produces two regular ales, Gorge Best Bitter (4%) and the award-winning Potholer Golden Ale (4.3%), as well as seasonal beers, such as its Totty Pot Dark Porter (4.5%). All beers are available cask and bottle-conditioned throughout Somerset, or online.