Elmwood launches pale ale Good Cheer Beer

The pale ale has been developed in collaboration with beer-maker Roosters and is made with Golden Promise malt and New Zealand hops.

It has been described as a marriage of "upbeat fruitiness" and "moderate bitterness".

Jonathan Sands, chairman of Elmwood, said: "This month Elmwood celebrates its 20th anniversary of the management buyout, which is an achievement we're immensely proud of. 

"We know however that it's been a tough time recently for many, and wanted to do something that was going to put a smile back on peoples' faces.

"We're hoping that Good Cheer Beer will help achieve that and will encourage people back to our pubs for good conversation and good cheer."

GCB will be available at 200 pubs throughout the UK for the foreseeable future.

This is the second consumer product that Elmwood has branded itself after the launch of the agency's tea brand -- Make Mine a Builders.

This article was first published on brandrepublic.com