Skip to main content
27th March 2016

A beer brewed by licensees – it has to be a Hoptical Illusion?


Six Everards licensees and a member of the Everards team have got together to create from scratch their very own beer that will be available in their pubs this March.

Locked in a room at the Brunswick Brewery for two days the new ‘brew team’ had to come up with exactly what they wanted their beer to look, taste and smell like and what ABV range they would aim for – then came the hard part, picking a name!

This unique opportunity for licensees is part of Everards Gold Course, which offers licensee the chance to have some fun and create a beer they can sell to their customers in their pubs. It takes the licensees through the whole brewing process and history of brewing as part of the two day journey. The licensees then get the chance to brew the beer themselves from scratch, including cleaning out of the equipment, adding ingredients and of course tasting!

So what was the outcome?

A 4.7% ABV beer that’s not quite as it seems!

Brewed to look like a dark ruby style ale the beer has been hopped with a selection of new world hops to give it a full bodied hoppy, citrus, floral character reminiscent of an American style IPA –  A true Hoptical Illusion.

Lisa, licensee at The Free Trade Inn said: “I found the Gold Course great fun and very informative. It has certainly helped me educate our customers about ales, where the flavours come from and how it is made. We wanted to do a beer that was different – a ruby beer with a twist so a dry hoppy flavour rather than the caramel and toffee notes you may usually associate with that colour. Given that it doesn’t taste quite how it looks, Hoptical Illusion seemed like the best name for it! Our customers can’t wait to try it!”

You can find the beer on the bar at the following pubs throughout March:

  • Free Trade Inn, Sileby
  • Bulls Head, Leicester Forest West
  • Royal Oak, Rothley
  • Star and Garter, Wigston
  • Stag, Barkstone
  • Queens Head, Saddington


Contact Information:
Kia Ryan, Communications Co-ordinator
0116 201 4184

Notes to editor:

About Everards:
Everards Brewery are an independent, family business based in Leicestershire.  Chairman Richard Everard OBE DL is the fifth generation of his family to run the Brewery since it was established by William Everard in 1849 and is a prominent public figure within Leicestershire, having been High Sheriff.  Everards are proud to work with lots of local businesses and causes- from Leicester Tigers and Leicester Riders, for which Tiger is the Official Beer, to supporting local charities such as Warning Zone and ProstAid.

Tiger Best Bitter (4.2 per cent ABV) is Everards’ most famous ale and is brewed on site at Castle Acres alongside Beacon Bitter (3.8 per cent ABV), Original (5.2 per cent ABV) and Sunchaser Blonde (ABV 4.0 per cent).  In addition, an innovative range of Limited Edition Brews are released throughout the year. In 2015 the selection includes new beers such as Crown and Stateside Rye alongside favourites such as Sleighbell.

Everards own over 175 pubs across the East Midlands, all run as independent tenancies.  Renowned for their support, Everards Brewery were delighted to be crowned the Publican ‘Pub Company of the Year 2013’ (tenanted / leased 20-199 sites). Considered the most prestigious awards in the industry, The Publican Awards attract entries from the UK’s top breweries and pub companies.

For further information please visit , search for ‘Everards Brewery’ on Facebook or find @everardstiger on Twitter

If you would rather not receive future communications from Everards Bewery LTD, let us know by clicking here.
Everards Bewery LTD, Castle Acres, Narborough, Leicestershire LE19 1BY United Kingdom