A BREWERY has binned traditional beer names like “bitter” and “mild” in an attempt to attract younger drinkers.
Bosses at Wye Valley believe the new generation of pub-goers are put off by “outdated” terms and will order something else.
2
The move was announced at the relaunch of Wye Valley Bitter, which the Herefordshire beer-maker has given a trendy new name — Pyoneer.
It also marked the drink’s 40th anniversary by making it weaker.
Wye Valley’s marketing chief Abbie Gadd said: “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“Terms such as bitter and mild are seen as outdated and off-putting to younger drinkers, which is why we took a bold step in renaming this classic ale.”
She said the new name is a nod to Canon Pyon, the Herefordshire village in which the brewery was founded in 1985, and to its “pioneering values”.
The beer’s taste would remain unchanged, she insisted, but its ABV has been lowered from 3.7 to 3.4 per cent.
Brewers can currently take advantage of a lower rate of tax on alcohol under 3.5 per cent.
Big-name beers have also been cut in strength, including Stella Artois, Foster’s and Carlsberg.
Japanese beer giant Asahi last year reduced Grolsch from five to 3.4 per cent and reformulated its 3.8 per cent Hophead ale to a weaker 3.4 per cent.
At an anniversary event at Shropshire’s Ludlow Racecourse, Ms Gadd added: “We want to support pub licensees in offering an excellent session ale.”
2