All the Right Signals: Crosscountry Partners With Birmingham-based Brewery on Exclusive Can Design

Long-distance train operator CrossCountry has launched a new and exclusive onboard beverage, bringing together Birmingham’s railway heritage and regional brewing talent.

Signals IPA, brewed by Stirchley-based Attic Brew Co., is now available to enjoy on CrossCountry services – in a new, bigger 440ml format and featuring a bespoke label that combines Birmingham New Street’s iconic signal box and CrossCountry’s unique character.

The launch marks the latest step in CrossCountry’s regionally-inspired catering strategy – giving regional brands a national spotlight onboard trains that call at more than 100 stations across England, Scotland and Wales.

CrossCountry’s partnership with Attic Brew Co. began in 2022 with the introduction of their flagship Intuition Pale Ale and Birmingham Pilsner – selected to reflect the character of Birmingham, at the heart of the CrossCountry network. The addition of the revamped Signals IPA — with its railway-themed name and artwork — brings the collaboration full circle.

Raj Chumate, CrossCountry’s Head of Catering, said: "Signals has always had a natural connection to the railway, and bringing it onboard felt like the perfect way to celebrate that.

“With our head office in Birmingham, what better way to celebrate the area than showcasing Attic Brew Co? Signals is a bit of Brum — and we think it’s a perfect fit for a train operating company."

“We’re proud to support a Birmingham brewery that shares our values of quality, creativity and local pride."

The specially-designed label is part of CrossCountry’s wider commitment to showcasing regional suppliers and products made along its routes. Proud operator of the UK’s longest direct rail passenger service, CrossCountry aims to bring communities together and highlight the best of British through its onboard offering.

For Attic Brew Co., the partnership represents a major milestone. Signals IPA is now served across the CrossCountry network, including routes from Edinburgh to Plymouth and Manchester to Bournemouth — offering passengers a taste of Birmingham wherever they travel.

Attic Brew Co.'s Jo Farn said: "Working with CrossCountry has been fantastic from the start, and seeing Attic cans onboard has been really exciting.

“We’re proud to supply train beers for CrossCountry customers – it’s a brilliant platform to spread the word about Birmingham and maybe even encourage people to jump on a train and visit!"

The revamped Signals IPA cans are available to purchase onboard from Monday 10 November. To find out more about catering onboard CrossCountry services, visit www.crosscountrytrains.co.uk/travel-information/on-board/food-drink

Notes to editors

Attic Brew Co.'s Signals IPA is an alcoholic beverage and should be enjoyed responsibly by those over 18 years old only.

About CrossCountry

CrossCountry is a long-distance passenger train operator, with a network stretching from Aberdeen to Penzance and from Stansted to Cardiff and calling at over 100 stations. Based in Birmingham, CrossCountry connects seven of Britain’s 10 largest cities and delivers 240 services every weekday, equating to over 42 million passenger journeys each year.

For further information on CrossCountry services, visit crosscountrytrains.co.uk or visit one of our social media platforms via Twitter @crosscountryuk or Facebook at facebook.com/crosscountrytrains

Contact Information

CrossCountry Press Office

communications@crosscountrytrains.co.uk

Third-party news items that are posted on the Guild website come from press releases and emails received by the Guild. These are posted as they have been received. Their publication on the Guild website is an informational service only and is neither an endorsement of the content, nor its sender, by the Guild. For enquiries, please use the contact details that can be found at the bottom of each post.