Wells & Youngs relaunches Eagle
Wells & Youngs has re-launched its Eagle IPA beer to reflect its history with Bedford and support for local rugby team the Bedford Blues.
The new design shows the iconic eagle - the symbol of Bedford - framed with barley. It sits above the brand name, which has been given "far greater prominence".
"Overall the new design looks modern, bright and distinctive with the heritage and authenticity that loyal drinkers know and love," said the company.
Wells &Youngs chairman Paul Wells said: "The Eagle is synonymous with Bedford. It features on the town's crest and there are a number of businesses, sports teams and organisations who use the symbol of the Eagle.
"We are proud to celebrate the Bedford eagle as a beer and as a sign of our pride in our home town."
The brand will be promoted at this weekend's Bedford River Festival. One side of the suspension bridge will include the words "'Eagle: Born and Brewed in Bedford".
Bedford Blues Rugby Club will also undergo and makeover with new signs showing Eagle's support for the team.
Wells added: "It's really important to us that we remember our heritage with Bedford.
"We've been brewing on the banks of the River Great Ouse since 1876, and the water we use in all our beers is from a well my great-grandfather, Charles Wells, sunk in the early 1900s.
"So Wells Eagle is literally rooted in Bedford, and as such, we want to reflect that heritage in our local beer."
