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Beer Of The Festival Returns
Charles Wells brewery begins their 2003 seasonal ale programme with the award winning Banana Bread Beer (alc 4.5%). The beer, which was voted Overall Champion, will once again be available to drinkers at The London Drinker Beer and Cider Festival. Banana Bread Beer is a dark golden coloured ale, which hugs the palate with great intensity. The gentle nose of Banana complements its malty aroma. Banana Bread Beer highlights a breakthrough in attracting female drinkers, previously a hard audience to communicate cask ale with. The natural fair trade banana ingredients are currently showing to have a strong appeal to a female palette. Research both prior to and since launching the ale has demonstrated a willingness to trial, repeat buy and drink the cask beer in pubs and beer festivals. Although the beer was not brewed specifically to target women, Charles Wells are pleased to see that women are enjoying the beer and buying an ale whereas by their own anecdotal admission, ale is not a drink that they would normally consider.
Reproduced from the Full Pint, Issue 19.
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