Skip to main content
13th February 2015



EdenBreweryDroversGoldMakingA CUMBRIAN brewery has created a special beer to highlight the important role pubs and beer play in tourism.


Members of Eden District Council’s tourism team visited Eden Brewery at Brougham Hall, near Penrith, this week to help head brewer, Jason Hill and his staff prepare the beer for delivery to pubs around the local area.


The idea for developing a special beer has come out of a partnership the British Beer and Pub Association have recently forged with VisitEngland to raise awareness of how important pubs are to the country’s multi-million pound tourism industry.


The beer will be available at over 40 pubs around Eden during the week that runs from 14 – 22 March and it is hoped many pubs will run special offers and promotions to coincide with this.


Mr Hill said: “Drover’s Gold will be a 4% ABV golden ale, using a selection of American Chinook, Cascade and El Dorado hops and Maris Otter Pale Ale malt. The end product will be a complex, hoppy ale, with citrus, grapefruit and floral flavours and peach aromas.  Cumbria and the Eden District are known for being a home of great food and beer and I think that reputation is growing all the time. We are glad to be doing our bit to help show what the area has to offer.”


The main aim of English Tourism Week, being championed by destinations and tourism operators around the country, is to capture the public’s imagination and inspire them to take time out to explore the great tourism offer that is on their doorstep.  In addition, it is hoped the week will reinforce the importance of tourism in the eyes of politicians and businesses as a key driver of economic growth.


“We would like to encourage as many Eden pubs and tourism businesses to take part in this year’s English Tourism Week,” said Charlie Thornton, Tourism Development Officer at Eden District Council.


“It is one week of the year when Eden’s vibrant tourism industry, which is worth over £250 million, can go to town showcasing to local people, business leaders, politicians and other national tourism leaders just what a great tourism product we have and how important it is for the area’s economy.”


There are many different ways that tourism businesses can get involved from organising open days, staging special events to running offers and promotions. Participating businesses will be able to list their offers on Visit England’s national website and get unique access to a special English Tourism Week marketing toolkit.


Details of available offers to the public will be made available during March on VisitEngland’s website


Picture Caption: Sampling a glass of Drovers Gold ready for the Forthcoming English Tourism Week are (front right) Jason Hill co-owner of Eden Brewery, then (right to left) Jim Walker (Chair of the Eden Tourism Network), Len Williams and Charlie Thornton (Eden Tourism), Clive Bissland from the Midland Hotel Appleby and Linda Stanton (Eden Brewery).