Ahoy! Trade fair launch for Admiral's Ale

l Made for him? Rear Admiral Sir Robert Woodard, Deputy Lieutenant for Cornwall, enjoying Admiral’s Ale.

March 24, 2005: St Austell Brewery chose its annual trade fair, in Truro's Hall for Cornwall, to launch the bottled version of its Trafalgar bicentenary beer, Admiral's Ale.

Nelson's victory at the battle of Trafalgar, in 1805, brought to an end French Emperor Napoleon's plans to invade England.

The brewery is linked to the story of the Battle of Trafalgar, as one of its pubs - the Blue Anchor, at Fraddon - was the first recorded inn that the King's messenger stopped at for refreshment on his journey from Cornwall to London with the news of Nelson's victory.

Admiral's Ale is a premium bottle-conditioned beer, brewed using Cornish ingredients wherever possible, including specially grown Cornish Gold malt.

The brewery's head of marketing, Jeremy Mitchell, said: "We've had a really positive reaction to Admiral's Ale from visitors at the fair. We have taken lots of orders already for the celebratory ale from free trade customers who are keen to have it on sale over the Easter weekend. We couldn't have asked for a better launch."

Managing director James Staughton added: "Admiral's Ale is a superb drink and we are sure real ale lovers and history enthusiasts will enjoy this tipple."

The beer bottle's quirky, humorous label has been created by Myles Pinfold, of design agency WPA-Pinfold. He said: "I wanted to use an imaginative design to challenge what can be a very conventional category. The portrait of Nelson aims to be humorous and sophisticated while the use of white will make the bottle really stand out on the shelf."

Admiral's Ale has been traditionally malted using a special kilning process which gives it a deeper intensity of colour and flavour than ordinary barley malt. A blend of Styrian and Cascade hops have resulted in a deep bronze ale with a delicious rich biscuit flavour and wonderful spicy aroma.

St Austell head brewer Roger Ryman said: "Initial tastings of the anniversary ale on draught in St Austell Brewery pubs have been extremely encouraging, with the beer proving very popular with ale drinkers."

Admiral's Ale is on sale in bottled form across Cornwall now at selected Asda stores in Somerset, Dorset, Devon and Cornwall, and will available on draught in Cornwall throughout the summer months and into October for the official anniversary of the Battle of Trafalgar.