Everards launches 2008 ales calendar
Leicestershire based Everards Brewery has announced plans for what it describes as a highly innovative monthly cask ale calendar in response to demand from customers.
Everards says 2008 is the first time it has offered such an extensive range of different ales, as the previous seasonal programme never exceeded five per year.
The rolling 12 month programme, which will develop as and when new beers are created, will also feature some of Everards most popular special and seasonal beers. These include Equinox (September) and Sleighbell (December) plus some completely new brands which will be introduced throughout 2008. Some of which will be exclusive to Everards pubs.
Erika Hardy, marketing manager for Everards, said: "We're very excited about our new ales calendar which has been initiated following the highly positive feedback we've received from both customers and licensees.
We've carried out extensive research into the cask ale market throughout our heartland as well as across the whole of the UK, which has shown consumers like what we're doing and want more.
"For example, some of our more innovative brands such as the stout Pitch Black (February) and ginger flavoured Sly Fox (March / April) have proved incredibly popular and our customers are keen to have more unusual, quality beers available to try and enjoy.
"This approach not only keeps our offering varied and exciting, but also goes a long way to supporting our core brands and promoting traditional cask ale in general throughout the UK."
Brand new innovation ales from Everards are planned for June, July / August and November and details of names with full tasting notes will be announced nearer the launch dates.