Cyclops has an eye on new drinkers

August 5, 2006: CAMRA has put its weight beyond a new system of tasting guidelines aimed at broadening the numbers trying real ale.

Cyclops was originally developed by Everards brewery's head of marketing, David Bremner, in a bid to promote the company's products to new customers.

Now it has been adopted by 13 other breweries and CAMRA, and was officially launched at the Great British Beer Festival this week.

The system works in a similar way to classifying taste and style in the wine industry. Cyclops uses common, understandable language to describe individual beers' look, smell and taste. As bitterness and sweetness are the two dominant qualities in terms of taste, Cyclops rates each on a scale of one to five, drinkers who prefer either sweet or bitter beers can make an instant judgment on whether or not an unknown beer should be to their taste.

"A great deal of skill and caregoes into the brewing of real ale and there are many thousands of dedicated connoisseurs and enthusiasts which has led to a whole new and fascinating language behind beer tasting," said Tony Jerome, CAMRA's senior marketing manager.

"Research shows, however, that drinkers who are less familiar with real ale want to know, in easy-to-understand terms, what the beer tastes like.

"I am convinced that Cyclops will revitalise the real ale market by enticing younger drinkers, both male and female, to try our national drink. They will quickly learn to appreciate its complex flavours and we are confident that they will soon become enthusiasts."

CAMRA is urging every brewer of real ale to join the scheme. Those involved so far are: Everards, Wolverhampton & Dudley, Woodforde's, Camerons, Hook Norton, Fuller's, Refresh UK, Robinson's, Hall & Woodhouse, Elgood's, Wadworth, Titantic, Charles Wells and Caledonian.