Brains has launched a new variant of its best-selling Rev. James Original, a vibrant 4.2% Rev. James Pale.
It becomes the third variant of The Rev. James Original following the successful introduction of The Rev. James Gold and Rev. James Rye in 2015.
A refreshing pale ale, the Rev. James Pale features fruity citrus flavours with a clean bitterness and smooth finish.
Brains head brewer Bill Dobson said: “The Rev. James Original has long been a favourite with our customers and continues to grow in popularity.
“We’ve seen another 20% year-on-year increase in sales since the rebrand of the Rev. James Original and the introduction of Gold and Rye two years ago.
“The Rev. James Pale is the perfect complement to the rest of the range and we are confident we have created a new variant that drinkers will enjoy.
“Feedback has been overwhelmingly positive from our customers following a trial of the new Rev. James Pale in several of our managed pubs in Cardiff and we look forward to seeing it behind the bar of pubs right across the UK.”
The Rev. James ales are named in honour of the Reverend James Buckley, a Methodist minister and brewer of fine ales from west Wales in the 18th Century.
Brewed with Brains’ exclusive Buckleys yeast, the Rev. James Original is based on a recipe from 1885 and all four variations deliver a signature taste.
The Rev James. Original was re-launched in May 2015 with new premium branding, additional Gold and Rye variants and activation programs across on-and-off trade.
It has become Brains’ best-selling beer and was given a gold award at the 2015 World Beer Awards.
Brains is Wales’ biggest brewer and hospitality company and has been brewing in the heart of the Cardiff since 1882.
ENDS