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4th January 2017

Peerless rolls out new brands for New Year Challenge

Pete Walsh unveils the new Peerless brands.

Wirral’s acclaimed Peerless Brewing Company is rolling out a fine-tuned cask ale range for 2017 as it tackles the next stage of growth.

The rationalisation and roll out of new brands for the seven year old business builds on a major 2015 investment to double capacity as demand for the award winning ales grew around the Wirral & Merseyside, across the North West and nationally.

Two new brands are named to reflect the rich heritage of the region. Lottie Dod (4.2%abv) pays tribute to the illustrious Bebington born sportswoman Charlotte “Lottie” Dod who won the Wimbledon Ladies Championship five times – the first in the summer of 1887, aged just 15. She remains the youngest ladies’ singles champion. Full-bodied, classic amber ale the brew delivers ‘rich malt flavours from pale, cara and crystal malts combined with Admiral and First Gold hops while a touch of Cascade provide the beer with a nicely rounded finish.’

A second roll out is Langton Spin (4.4%ABV), a rebrand of the highly popular Peerless Gold and named for a manoeuvre carried out by Mersey River pilots. Following the first Liverpool Pilotage Act in 1766 to stop the loss of ships in the busy traffic heading to the port pilots developed the Langton Spin. This unique technique of spinning the ships around enables vessels of up to some 400ft to enter Langton Lock on an ebb tide.

Peerless describes the brew as well balanced golden ale with ‘a distinct citrus fruit and hop aroma which delivers an initial hop bitterness derived from Admiral hops and citrus notes from El Dorado, Columbus and Cascade varieties leading to a crisp dry finish’.

The revamp has seen cask ales Paxton’s Peculiar and Crystal Maze dropped along with keg brew Storr Lager, as Peerless aims to concentrates on a core range of varied strength, cask brands along with creative monthly specials to be released in 2017.  January sees the arrival of Chill Factor (4.1%) a zesty pale ale with Deadbeat (4%) blonde ale for February and a variety of styles following. including red wheat and red rye brews.

The brewery team, – now six strong – has been strengthened with the appointment of law graduate turned trainee brewer Matt Brown while former pub and restaurant operator Pete Walsh takes a sales and distribution role.

Peerless founder and managing director Steve Briscoe said: “With more and more brewers on the scene each year competition is ferocious, so quality has to be at the heart of our operation.  Investment in new testing regimes and new staff alongside our new brands will see us meet the challenges of 2017 and step up to the next stage of our business.”

Ends/ ref: Peerless PR 46

Note to editors:

Peerless currently supplies free trade customers throughout Merseyside, Lancashire, Cheshire and Greater Manchester and reaches national pub company outlets under the SIBA Direct Delivery Scheme. Beers are also distributed nationally via wholesalers.