Welsh brewer SA Brain has unveiled a new look for The Rev. James beer, and will accompany its redesign with two new varieties of the signature brew.
Based on an original recipe from 1885, the beer has adopted a more contemporary look which the Cardiff-based brewery hopes will help “attract a new generation of beer drinkers”.
Launching in pubs next month, new-look The Rev. James will also boast two new varieties: The Rev. James Gold is described as a “fruity, refreshing” 4.1% ABV golden ale made using Australian and American hops, while The Rev. James Rye is a darker 4.3% ABV rye ale featuring “flavours of citrus and spice with a dry bitter finish”. Both have been developed by SA Brain’s head brewer, Bill Dobson.
Dobson said: “The original Rev. James has a warm, rich taste with a smooth, unexpected clean finish. It is full of character while at the same time it is not too overpowering.
“The two new variants use the same exclusive Buckleys yeast strain to create two new beers inspired by the original beer but each delivering their own characteristic taste.”
SA Brain brand marketing manager Melanie Murgatroyd added: “The Rev. James has been popular with our customers for years. We haven’t changed the original recipe but we wanted to make sure the branding better reflected the change in the ale market. Throughout the process we wanted to retain the loyalty of our current Rev. James drinkers while also attracting new drinkers with a more contemporary design and different variants.”
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