A great World Cup beer - whatever the outcome

April 28, 2006: We're all looking forward to the World Cup this summer, but we know that, with our record in such tournaments over the past few years, the hope must be tempered with some realism.

Bateman's obviously had this in mind when designing the pump clip for its World Cup beer, which will be available from June.

The Lincolnshire-based, independent family brewery wishes the England team every success in Germany, but just in case they don't make it to the final stages, the beer - called England Expects (4%) - has a removable font which reveals a 'We've Blown It' backplate.

Jaclyn Bateman, marketing director for Batemans, explained: "We, of course, wish the England team every success and hope that they come back with the cup, but we are also responding to our licensees' needs.

"By offering our tenants and wholesalers a delicious speciality cask beer with a life-span that, if necessary, could exceed the success of the England team, this launch can only be viewed as a tremendous benefit by our customers".

England Expects is an amber-coloured bitter full of character and laced with English hops. It will be available through the brewers' 70 tenanted pubs as well as selected wholesalers.