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

 

 

 

Advertisements

Pubs and pizzas

June 10, 2013

Further to last week’s post about the launch of It’s better down the pub, it’s good to see Everards has opened its third Project Artisan pub:  The Stamford Arms in Groby. The scheme links up pubs with small scale food producers  to the benefit of both. The refurbished Stamford has a stone-baked pizza oven and a new deli, working with very local artisan producers. Deli food is available to buy and take home, but also features in dishes on the pub’s main menu.  If you want to read a tale about how projects like this can revive pubs  – see this  inspiring piece from Matt Wright of the Great Food Club – Project Artisan and Project William. (While you are on there, you might like to watch a beautiful little film about local bread made by Britain’s Best Bakery – Hambleton – made for Great Food by Nutmeg 3d.)

While on the subject of pizzas, which we kind of were, Leicester’s  Queen’s Rd looks to be getting a new Italian restaurant. Don’t know any more about it yet [Edit 15 June – It’s Leone’s, relocating from further up Queen’s Rd)  but it will be adjacent to tapas bar Barceloneta in what is now Sansome’s bar.  It’s a regular topic for Clarendon Park’s chattering classes why no-one has ever created a bar or restaurant in this space that the community has taken to its heart.  There’s always scope for a good restaurant on Queen’s Rd and hopefully this will be a good independent operator. That said, I went to Pizza Express, (Kings St branch)at the weekend and was pretty pleased. My chicken and pesto pizza from their romana range was great, big and inviting, but thin and crispy.  And well done to them for catering properly for coeliacs. I know some people are convinced wheat allergy is some kind of middle-class fad  but to see my friend – who would be seriously poorly with one bite of regular bread –  tucking into the very rare treat of a pizza and a beer was a real pleasure.

%d bloggers like this: