I was  invited to yesterday’s launch of the new branding for Everards beers. With big plans for their new brewery, offices, restaurant and cycle centre out near Fosse Park now reaching a crucial stage, the rebrand emphasises the companies Leicestershire roots – hence from today you’ll see their main logo use the portrait of founder William Everard and the words “Everards of Leicestershire”.

EVOL Low Detail Light Base Black & Gold Logo [3-7cm] CMYK

Their four key beers get a rebrand with beautiful nostalgic illustrations from local design agency Juice featuring a Leicestershire fox character, though Tiger retains a distinctive Tiger design that emphasises  its links to the Royal Leicestershire Regiment and to the rugby club.  Beacon is clarified as “Beacon Hill” and Old Original’s design is linked back to the original brewery in Southgate Street

Everards Beer Range Illustration

The new branding also gives a little more information on each beer – hence from today onwards you’ll find pump clips that explain a little more about taste and style   – hence the 5.2  per cent Old Original is described as “rich and fruity amber ale”. I’m all for such clarity at point of purchase and find it hard to believe much beer is just given a stupid name and left to sell itself.

I know some find their beers a little “safe”, but personally I’ve always enjoyed Tiger – a solid well-balanced best bitter – but it was a long while since I’d sipped Old Original and enjoyed a swift half at the launch event very much. I also admire the way Everards – still a family-owned company   – seems to do business. It supports other local food and drink businesses,  keen to have partnerships rather than growth at all costs. Its pubs are reliably good and independent licencees with vision – such as Sam Hagger of the Rutland and Derby and The Forge and Jay Cooledge of the Griffin and Odd John’s –  get the chance to develop their pubs their way.

Oh yes, the new brewery – the move across the ring road to the 12 acre Everards Meadow site is now just dependent on the planning decision from Blaby Council expected in July. Good luck to them.

OLD ORIGINAL POSTER

 

 

 

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The Curzon Arms

August 29, 2011

Just a very quick recommendation for Sunday lunch here. After a bracing six mile walk up and down Beacon Hill yesterday, we ended up back in Woodhouse Eaves and at the Curzon Arms.

It’s a smartened up community pub serving a rather smart community – hence soft sofas inside and big parasols providing a nice alfresco dining area too. It could be horrid, but somehow avoids gastropub smugness and just feels all rather nice and civilised. We ate outside on a warm day and first off enjoyed an excellent pint of Cornish Doom Bar ale, barely touching the sides after that long walk. We then got stuck in to some  excellent beef (sirloin, 28 day matured, plenty of it), roast pork loin with sage and onion stuffing, and a very tasty duck and apricot pie.  Veg were excellent – crisp roasties, cauliflower cheese, purple sprouting broccoli and shredded cabbage that was beuatifully crunchy. The gravy seemed a little undepowered and the Yorkshire pudding wasn’t perfect but neither detracted from a superior  lunch.  Deserts too were enjoyable – a smooth mint chocolate pot with crushed amaretti,  mixed fruit  Eton mess, sticky toffee pudding and cherry frangipane were all well made.

Not that cheap at £14.50 for two courses but the food is good, the service friendly and willing and the surroundings charming. The owners are reproducing the template at The Windmill in Wymeswold, which I think is due to open any day now and should be worth checking out if you are in the area.

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