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A SOUTH Devon company is to launch a new beer having waited 15 long years to add a new product to its small but well-known stable of local ales.
Dartmoor Brewery has just made the first batch of its new Legend beer which, to quote the in-house tasting notes, is a “smooth full flavoured ale balanced with a delicious crispy malt fruit finish – golden brown in colour and an aroma of fresh-baked bread with a hint of spice”.
Managing director and chief brewer Simon Loveless said: “You are doing well as a brewer if you get one brand in a pub – very well if you get two brands – and you may be asking too much to get three beers permanently into a pub.
“But with Legend we wanted a beer which would allow us go out to the whole Westcountry, including Cornwall,” he added. “There’s a lot of beer coming out of Cornwall, but not so much going the other way.”
The modern hi-tech brewery in Princetown is not only England’s highest perched 1,400 feet above sea level – it is also one of the top six in the region in terms of output.
“We are all about repeat business – loyalty to the brand,” said Mark Shackleton, the company’s new sales director. “Our business is based on the name. Currently we deliver direct into 100 pubs – then another 100 in Devon, Cornwall and Somerset are supplied through a wholesaler.
“For this new beer we needed a good brand name – Jail Ale works well and so does Dartmoor – but I thought we needed something that would appeal to younger drinkers because we want to get young people drinking real ale again rather than the foreign lagers. We think Legend has a kind of Lord of the Rings image to it.”
As for concerns over the recent trend of pub closures, Simon said: “A lot of them aren’t the freehouses that sell this kind of beer, but the ones owned by big groups run by accountants.
“Buying local is really a big thing now – the big chains were denying their tenants the ability to buy local beer, but I think local people like it – and for visitors, part of your holiday is buying local beer.”