Double Star Bedford Bitter (3.4% ABV) kicks off the company’s anniversary celebrations as a new bitter cask ale that Wells & Co said is “carefully crafted to meet the tastes of today’s drinkers while honouring Wells & Co’s long history of cask brewing”.
The beer is described as “balanced, sessionable and proudly traditional” and is helping cask ale see a “small but meaningful revival” at heart of UK pubs.
Double Star Bedford Bitter was originally brewed in the 1960s and is said to unite the two stars now used across the Wells & Co business, “representing the alignment of the company’s original starfish logo with the star that forms the centre of its Brewpoint Brewery logo”.
Soul of pub culture
Wells & Co commercial director Tom Foddy said: “Cask ale is what Wells & Co has been known for since the very beginning – it’s at the heart of our pubs and part of the soul of English pub culture.
“With Double Star, we’ve revived a classic favourite from our history, carefully reimagined for today’s drinkers. It’s traditional in style but completely relevant now, showing that cask ale is far from fading away.
“This is just the first of several special beers we’ll be launching to mark our 150th – including some former favourites returning for a new generation. This year is all about celebrating our past while pointing to the future of Wells & Co and our pubs.”
First chapter of celebrations
Since the sale of the Havelock Street Brewery in 2017, Wells & Co has been without a permanent cask ale to anchor its heartland pubs and the brewer said Double Star Bedford Bitter fills that space.
Double Star Bedford Bitter will be available from the first week of February in all Wells & Co managed houses, remaining on tap throughout the anniversary year and beyond.
Its launch marks the first chapter of Wells & Co’s 150th anniversary celebrations and the beginning of a series of beer launches claimed to honour the business’s heritage while embracing the future.
