Pitch Black is back
Everards is set for the Rugby World Cup with the return of its special cask conditioned stout, back due to popular demand.
Pitch Black (ABV 4.3 per cent) was originally launched in 2006 to celebrate the Six Nations Championship, and has since been brought back for every major rugby tournament.
The ale, which is available from 1 September until end of October 2007, is described by Everards as offering an aroma of roasted coffee and dry, bitter, yet velvet smooth taste and has to date proven a big hit with licensees and cask ale fans alike. More than 50 per cent of tenanted stockists have taken the ale creating a significant knock on effect on Guinness.
Erika Hardy, brands manager for Everards Brewery, said: "Pitch Black is the perfect product for Everards as we seek to build the cask ale sales in our pubs."
"We hope Pitch Black will prove more popular than ever during this year's World Cup tournament. The brand will be supported by new promotional kits, including rugby shirts and associated merchandise which licensees can use as prizes in sports quizzes or as part of charity fundraising events such as raffles."
Rugby has always been more than a just a sport to Everards Brewery. Having enjoyed a long relationship with leading premiership rugby club Leicester Tigers, the company has entered into a new sponsorship package and will be a shirt sponsor through Tiger Best Bitter for the first time for the 2007 / 2008 season. The brewery has been a regular sponsor since 2001 and this new deal means the Everards Tiger Best Bitter logo will be included on the right arm of the new Tigers' strip.