ADS OF THE DAY: Double Diamond

This should probably be called Drink Relaunch of the Day.

Remember Double Diamond?

Well it’s coming back.

It was one of the most popular beers of the 70s and 80s.

This legendary beer was one of the UK's biggest selling pints from the 1950s through to the 1970s.

It was also famous for the double D logo and great straplines, 'Double diamond works wonders' and 'You're only here for the beer'.

But this tasty pale ale disappeared after growing competition from other beers and lagers like Fosters, Castlemaine XXXX and Heineken.

By the 2000s it had been discontinued in pubs. 

But now the brewery Allsopp's, which created Double Diamond in 1876 in the UK brewing capital, Burton upon Trent, say it’s back.

Jamie Allsopp, who now runs the family brewery said this of the iconic beer.

“Double Diamond is our A-list star, a beer so popular it was up in lights on Piccadilly Circus, so famous the government considered nationalising it, a beer that worked such wonders it sold 50 million pints a year. Double Diamond, whose recipe was based on our 1822 India Pale Ale, is now back being brewed by Allsopp’s and it means a great deal to me.”

He added, “This sessionable Pale Ale is the next iteration of Double Diamond and we hope will find a place in the affections of new drinkers, as well as those that haven’t tasted it in 30 years. Revived as a 3.8% pale ale, it’s a delicious, easy-going sessionable draft beer coming very soon to your favourite pubs.”