Roger Protz confirmed yesterday that Ind Coope Draught Burton Ale, launched by Allied Breweries in 1976, and for some time lately brewed under contract by J.W. Lees in Manchester, is no more.
This seems a fitting moment, then, to share an extract from our 09/04/2013 interview with Richard Harvey, who worked as a PR man at Allied when the beer was launched. Some nuggets of what he told us made it into chapter six of Brew Britannia, entitled ‘The Empire Strikes Back’, but here’s the section on DBA, unedited:
In the spring of 1976, the Marketing Director, Peter Bonham-Carter, came to me and said: ‘Richard, we’re going to be launching a new cask-conditioned beer. It’s going to be national, and we want to adopt the black cat approach.’ The black cat was the logo of Craven A cigarettes which they’d used in very subtle adverts – ‘black cats are coming’ and the logo. Similar to Silk Cut, with the famous slashed purple fabric. ‘Look,’ said Peter, ‘if we start taking big hoardings with “Draught Burton Ale” on them, CAMRA will say “Here’s a big brewery trying to force their latest product down people’s throats.”’ So, we used purely PR, no ads, emphasising the heritage of brewing in Burton-upon-Trent, initially targeting the south of England.