- New deal sees premium Japanese lager, Kirin Ichiban listed at YO! Sushi restaurants nationwide
- Bombardier beer announces partnerships with The Barmy Army and The Bunburys
- Bombardier beer and The Gorringe Park pub lead the charge for St George’s Day celebrations!
- Wells & Young’s builds on the future of Scottish ale with the launch of McEwan’s Red
- Kirin Ichiban and wagamama celebrate success in National Noodle Month promotion
- Bombardier blasts back onto mainstream TV in the run up to St George’s Day
- Charles Wells and Dogfish Head Launch International Craft Beer Collaboration
- Bombardier Salutes Comedy as the Official Sponsor of the National Funny Fokkers Comedy Tour for RAF Troops
- Revived, historic brew Courage Imperial Russian Stout makes long-awaited return to the UK
- Retro Scottish beer makes a popular comeback as Wells & Young’s revives Younger’s Tartan Special in can format
- Forget flowers, Kirin Ichiban sends out a Beer Bro-K, the ultimate Valentine’s gift for beer lovers!
- Wells & Young’s new Airman’s Ale to be served in military bars across the UK
- Charles Wells results show period of transition has laid the foundation for growth
- Bedfordshire MPs urged to show support for local beer and pub trade
- Charles Wells staff turn up the heat in charity firewalk
- Wells and Young's in Kestrel negotiations with Nigel McNally
- Wells & Young’s launches new Young’s advertising campaign to drive consumers back into the pub
- Phil Toms appointed Director of Brands at Wells and Young’s Brewing Co Ltd
- Wells Eagle Supporting Local Community Events
- Charles Wells Achieves Recognition for International Performance
- Wells & Young's Reveals Risby to Drive Sales of Iconic Scottish Brands
- Bedford Pubs Host the Eagle Ale Trail
- Save Your Pint - Sign The Beer Tax E-petition
- Wells and Young’s Brew Celebratory Birthday Beer for Keech Hospice Care
- Courage Directors "Make an Executive Decision"
- Estrella Damm is a hit on UK shores!
- Bombardier Advertising Hits Record Spend
- BOMBARDIER BEER LAUNCHES BANG ON! GUIDE TO FISHING
- Charles Wells Ltd placed in league for Top 250 Private Companies
- Wells and Young's hires following axquisition of McEwan's and Younger's ale brands
- WELLS AND YOUNG’S ACQUIRES McEWAN’S AND YOUNGER’S
- HISTORIC BREW BROUGHT BACK TO LIFE
- 'New cask drinkers offer lifeline' to struggling pubs
- BOMBARDIER BEER LAUNCHES BANG ON! GUIDE TO COOKING
- Charles Wells Ltd purchases 40% stake in Wells & Young’s Brewing Company Limited from Young and Co PLC
- Estrella Damm unveils elegant new bottle design
- Wells and Young's Gear Up for the Great British Beer Festival
- Bombardier Beer Launches Bang On! Guide to Golf
- Only the Best for Courage
- Estrella Damm reveals ‘pop-up’ gastronomic experience at ‘Taste of London’ festival
- Gold Rush for Wells and Young's
- Bombardier Beer Launches £4Million Marketing Communications Campaign
- Wells and Young's host European Beer Bloggers Convention
- Winner announced in Bombardier Beer Writing Competition
- Call for freeze on beer duty
- Firewalk for Charity
- Wells and Young's comment on Kirin Ichiban, Japan
- The Great English Knees Up
- £2,000 up for grabs in writing competition
- Wells and Young's Product Recall
- Push for Young's Bottle Conditioned Ales
- Wells and Young's Appoints Karmarama
- Charles Wells Ltd Results
- It's MO Joke as Wells and Young's celebrates Movember
- Jingle Ale the Way with Bombareindeer
- Eagle Beer Makes Its Mark At The Bedford Blues
- Ask The Brewer Part 1
- Estrella Damm Launches Cinema Adverts
- Wells and Young's Announcement
- Wells and Young's support for Keech
- Chatterbox Britain - Brits Spend Four and a Half Hours A Day in Conversation
- Young's Ram Rod makes a return to Cask
- Wells and Young's Accredit Supply Chain to ensure Best Cask Beer Quality
- Bedford's Beer Eagle swoops in for success
- Courage Appoints Boom
- Pubs Come Top in Poll of Englishness
- Young's Beers Triumph in Marketing Awards
- Bombardier Reveals Biggest Ad Campaign
- Red Stripe Launches Major Digital Push on Last.FM
- Wells and Young's is First Stop for Tory Campaign Trail
- Young's Launches £0.5 million campaign
- The Publican Awards 2010: Winners revealed
- Estrella Damm Joins Wells And Young's Speciality Beer Portfolio
- Biggest ever campaign to encourage responsible drinking announced
- Bombardier Poster Campaign Triumphs in National Ad Awards
- New Bombardier Can Completes Off-Trade Range
- Wells and Young's Add Weight to Licensed Charity Golf Tournament
- Wells and Youngs Celebrate Cask Ale Week
- Young's Launches New Beer for Cask Ale Week
- Banana Bread Beer Heads to Korea
News
Bedford's Beer Eagle swoops in for success
16th July 2010
The beer of Bedford, Wells Eagle IPA, has been re-launched to reflect its history with the town and ongoing support for the town’s rugby team, the Bedford Blues.
Starting out life as Wells Bitter in 1876, Wells Eagle, which Bedfordians know and love today, has become synonymous with the town as its local beer. The brewery is now investing heavily in the brand to reaffirm Eagle’s connection with Bedford.
Chairman of Wells and Young’s, Paul Wells, says: “The Eagle is synonymous with Bedford. It features on the town’s crest and there are a number of businesses, sports teams and organisations who use the symbol of the Eagle. We are proud to celebrate the Bedford eagle as a beer and as a sign of our pride in our home town.”
The Eagle has been an emblem of Bedford since 1265 when the last Baron of Bedford proudly rode into battle brandishing an Eagle on his shield and fell for the town. As the last heir in the baronial family line, his Eagle was adopted by the town as a symbol representing determination, passion and pride for its people.
At an event at the brewery in Havelock Street on 15 July, players from the Bedford Blues, Mayor Dave Hodgson and a live eagle, re-launched the beer to Charles Wells pub licensees and brewery staff.
Wells Eagle will play a major role at the Bedford River Festival this weekend, branding the whole side of the Suspension Bridge with the wording ‘Eagle: Born and Brewed in Bedford.’ Bedford Blues Rugby Club on Goldington Road will also undergo and makeover with brand new signs showing Eagle’s support for the team.
Paul Wells adds: “It’s really important to us that we remember our heritage with Bedford. We’ve been brewing on the banks of the River Great Ouse since 1876, and the water we use in all our beers is from a well my great-grandfather, Charles Wells, sunk in the early 1900s. So Wells Eagle is literally rooted in Bedford, and as such, we want to reflect that heritage in our local beer.”