Raise a glass to Cains' Cup beer

June 8, 2006: Cains has seen demand for its FA branded Formidable Ale double since Liverpool’s dramatic win over West Ham in the FA Cup.

Sales rocketed on Merseyside as the city celebrated and, with the World Cup approaching, pubs giant Punch has also chosen to list the beer as a guest throughout its 9,500 outlets until the end of July.

The football-related explosion in popularity has taken the brewery by surprise. Joint managing director Sudarghara Dusanj said: “FA has always been one of our most popular beers but was never intended to have any link to football - it was originally named after brewery founder Robert Cain, who was reportedly a formidable man, and the pump and cans have always featured his image.

“We first noticed that football fans appeared to have adopted it after the FA Cup when our own pubs in Liverpool were drunk dry. As well as the obvious link via its name, people seem to like it because it’s a very English beer - strong, smooth, crisp, refreshing, light in colour and, most importantly, brewed here.

“Since the FA Cup, sales have doubled. Punch has specifically chosen to list it during the key sales period of the World Cup as it sees FA as a football-themed guest ale. It’s ironic when you think of all the marketing spend some of the big brands have earmarked for the World Cup. One of our most historic beers has found a new market simply because of its name.”

Cains has now doubled production of FA to keep up with demand and ensure that existing customers such as Asda - which sells one litre cans of the ale nationwide - have enough throughout the summer.

Formidable Ale has never been short of admirers. Last year, the beer beat dozens of other entries in the Booths Supermarkets and North West Fine Foods Producer of the Year competition to be named to the region’s best pint.