Brewer puts new spin on its IPA

Joseph Holt has given its cask beer range a reboot as part of its long-term commitment to the historic brews.

Holt’s Mild, Two Hoots, Chorlton Pale Ale and Fool’s Gold are having a rebrand while its IPA is now dubbed Spun Gold.

The relaunch, which coincided with Cask Ale Week, comes at a time when traditional beers are being enjoyed by a new generation.

Data from YouGov and the Society of Independent Brewers and Associates (SIBA) shows 25 per cent of 18 to 24-year-old beer drinkers regularly order cask beer marking a 50 per cent increase in a single year. While four in five UK drinkers view cask beer as a vital part of pub culture, with many appreciating it as the freshest drink available at the bar.

Joseph Holt head brewer Phil Parkinson said: “At Joseph Holt, we are passionate about brewing cask ale which we see as the foundation of the brewing industry in this country – not least among independent brewers like us.

“As part of our dedication to our rich selection of cask ales we thought we would give the brands a refresh with new logos and pump clips. All of which will make our range stand out to new cask ale drinkers while absolutely honouring the heritage, character and taste of these distinctive and timeless beers.”

The company’s distinctive range of cask ales reflects a spectrum of flavours, from the black and crystal malts with rich notes of caramel and coffee in its Mild (3.2 per cent ABV) to Two Hoots (4.2 per cent) a light and refreshing golden beer made with Cascade whole hops delivering a distinct citrus aroma.

The rebrand comes at a time when independent and regional breweries like Joseph Holt want government to recognise cask ale as Living Heritage  – a traditional practice or product that has been passed down through generations and is still made and enjoyed today. It is also hoped UNESCO will give British cask ale Intangible Cultural Heritage status. This recognises traditions, skills and customs that are culturally important.

Parkinson said: “Our range of cask ales deliver the most satisfying and traditional of pub brews and lie at the heart of Joseph Holt’s catalogue of award-winning beers. This rebrand reflects our continued commitment to making this traditional beer and passing on its legacy to the next generation.”