Can do: a new way to enjoy Tribute

l St Austell Brewery staff show off new tins of Tribute

June 15, 2007: St Austell Tribute, the multi-award-winning West Country beer, is now available in cans so real ale fans can enjoy drinking their Tribute draught-style at home.

Visitors to the brewery’s stand at the Royal Cornwall Show were among the first to try out the new cans, with excellent feedback from customers who loved the draught taste and look of Tribute from the specially designed cans.

St Austell Brewery managing director James Staughton said: “Tribute has shown time and again that it is a proven winner with the potential to become firmly established as a national brand.

“This latest investment to launch Tribute in cans, as well as in bottles and on draught, illustrates our confidence in the beer and the strong marketing support, both locally and nationally, that we are giving it.”

Head brewer Roger Ryman explained how the brewery had worked with the can designers to ensure that Tribute would be served as its best. He said: “The cans are specially packaged under a nitrogen system which gives the beer a taste, texture and presentation very similar to a draught pint drawn up with a traditional hand pump.

“Many of our loyal customers will continue to prefer bottles when enjoying Tribute at home, but this increases choice and opens up potential new markets for us by making Tribute more accessible for people in situations where taking a glass bottle would be inconvenient.”

The latest launch comes in what has been a fantastic years for Tribute as the beer continues to spearhead the renaissance of St Austell Brewery.

In April Tribute was chosen as the top tipple in the South West region in Best of British Beer Awards. It followed a beer election held in local pubs across the area organised by industry watchdog Cask Marque and the Daily Telegraph.

In the same month Tribute also beat off competition from more than 250 beers from all 58 breweries in the South West to be judged supreme champion at the Society of Independent Brewers (SIBA) South West Beer Festival.

The Tribute cans will be available in local Spar stores throughout the South West as well as at the St Austell Brewery Visitor Centre. Alternatively you can buy the cans online by visiting www.staustellbreweryshop.co.uk