The announcement on rebranding was made at Ludlow Races, where the Wye Valley Brewery team gathered with customers, publicans and supporters past and present to toast the next chapter in the brewery’s journey.
Abbie Gadd, head of sales and marketing explained: “The decision to rebrand was driven by evolving tastes and terminology within the beer-drinking community.
“Terms such as ‘bitter’ and ‘mild’ are seen as outdated and off-putting to younger drinkers, which is why we took a bold step in renaming this classic ale.
Excellent session ale
“We want more pubgoers to choose to try this fantastic beer and not overlook it on the bar. We also want to support pub licensees in offering an excellent session ale.”
Wye Valley Brewery said the name Pyoneer is a blend of ‘pioneer’ – reflecting the brewery’s “forward-thinking, independent spirit” – and Canon Pyon, the Herefordshire village where Wye Valley Brewery was originally founded in 1985.
“We wanted a name that honoured our roots but also looked forward,” said Wye Valley Brewery managing director Vernon Amor. “Pyoneer is exactly that – this was the beer that launched Wye Valley Brewery and it’s still as loved today as it was 40 years ago.
“The name gives a nod to Canon Pyon, where it all began, and to the pioneering values that continue to shape our brewery today.”
Favourite across generations
The brewery added the taste of the beer remains unchanged and delivers “the same balanced, full-bodied character that has made it a favourite across generations”.
Among the other moments planned to mark Wye Valley Brewery’s 40th anniversary throughout the year include a series of events, special gatherings, and behind-the-scenes stories to shine a light on the characters, milestones, and memories that have shaped four decades of brewing.
The Herefordshire brewery said: “It’s a year to honour the past, celebrate the present and toast to the future of one of Britain’s most respected independent breweries.”
While the ingredients and brewing method remain unchanged, the ABV has been slightly reduced from 3.7% to 3.4%.