30 Facts About Double Diamond Burton Pale Ale

The Origins of Double Diamond Burton Pale Ale

Double Diamond Burton Pale Ale has a rich history that dates back to the 19th century. Let's dive into its beginnings and how it became a staple in British beer culture.

1. Origin and Name: Double Diamond Burton Pale Ale was first brewed in 1876 by Samuel Allsopp & Sons. The name "Double Diamond" comes from the two interlocking diamond-shaped symbols used to mark cask barrels at the time.

2. Initial Brew: Initially, Double Diamond was brewed as an India Pale Ale (IPA). This style was popular for its ability to withstand long sea voyages and retain its flavor.

3. Merger and Expansion: In 1935, Samuel Allsopp & Sons merged with Ind Coope, significantly expanding the production and distribution capabilities of Double Diamond.

Marketing and Popularity

The rise of Double Diamond can be attributed to clever marketing strategies and widespread distribution. Here’s how it became a household name.

4. Bottling and Advertising: Bottled Double Diamond began to be advertised heavily from 1946. This marked a significant shift in marketing strategy, contributing to its popularity.

5. National Distribution: By the 1950s, Double Diamond had become one of the four nationally distributed beers in the United Kingdom. This widespread distribution helped it become a household name.

6. Reciprocal Trading Agreements: Ind Coope agreed to stock rival brewers' beers if they replaced their supply of Bass or Worthington with Double Diamond. This reciprocal trading helped increase its market share.

7. Keg Version Launch: The keg version of Double Diamond was launched in the 1960s. This innovation allowed for more efficient and consistent distribution, further boosting its popularity.

Advertising Campaigns and Cultural Impact

Double Diamond's advertising campaigns were legendary, making it a cultural icon in Britain.

8. Advertising Campaigns: The 1960s and 1970s saw extensive advertising campaigns for Double Diamond, particularly on television. The famous tagline "A Double Diamond works wonders" became synonymous with the brand.

9. Marketing Strategies: The marketing success of Double Diamond can be attributed to clever strategies such as using beer mats with collectible illustrations. These mats encouraged drinkers to collect the entire series, increasing brand recognition.

10. Brand Identity: The brand identity of Double Diamond was enhanced by its distinctive red and orange color scheme. This visual branding became instantly recognizable and was often used in advertising and promotional materials.

11. Cultural Impact: Double Diamond was not just a beer; it was a cultural phenomenon. It was the beer that motivated men, driving them through the trials of their day. The brand became an integral part of British culture, particularly among working-class men.

12. Popularity Peak: Double Diamond reached its peak popularity in the 1950s, 1960s, and 1970s, becoming one of the best-selling beers in the United Kingdom during this period.

Notable Fans and Changes

Even royalty couldn't resist the charm of Double Diamond. However, changes in the market led to some shifts in its availability.

13. Prince Philip’s Favorite: It has been claimed that Prince Philip, the Duke of Edinburgh, was a fan of Double Diamond. Paul Burrell, a former royal butler, attested that Prince Philip drank a small bottle nightly.

14. Carlsberg UK Discontinuation: Carlsberg UK discontinued off-trade sales of Double Diamond in 2003. However, the keg version continues to be produced and is known as Double Diamond Pale, with an ABV of 2.8%.

15. Ind Coope Burton Ale: Ind Coope Burton Ale, a cask-conditioned version of bottled Double Diamond, was first brewed in 1976. This variant has an ABV of 4.5% and is still produced by Carlsberg UK.

Historical Roots and Brewing Facilities

The roots of Double Diamond go back even further, with fascinating tales of its early days and brewing facilities.

16. Historical Roots: The roots of the Double Diamond brand can be traced back to 1822 when Samuel Allsopp and Job Goodhead allegedly brewed an IPA in a teapot. The double diamond trademark was registered in 1876.

17. Bottling Facilities: Following the merger between Ind Coope and Samuel Allsopp, plans were drawn up for ‘Britain’s Greatest Bottling Stores’ in Burton upon Trent. This state-of-the-art facility enabled them to exploit the growing market with Double Diamond and other brands.

Advertising Evolution

The evolution of Double Diamond's advertising played a crucial role in its success.

18. Marketing Success: First editions of Double Diamond advertising can be traced back to 1937. However, it wasn’t until the 1950s that smart choices and artistic collaborations resulted in imagery that is still displayed in pubs today.

19. Advertising Agency: In 1963, advertising agency Hobson Bates secured the Double Diamond account from the London Press Exchange. Hobson Bates were responsible for the speed boat-driven masculinity of The Beer That Men Drink advert and a completely new face lift for the Double Diamond brand.

20. Visual Imagery: The elevated elegance of the hat-wearing gentleman was replaced by a bright orange D overlapping the siren red of another. Thick, bold lettering declared that despite the new look, Double Diamond (still) Works Wonders. A bright yellow background highlighted the message, making it impossible to miss.

21. Jingle and Branding: The jingle went: ‘A Double Diamond works wonders, works wonders, works wonders, a Double Diamond works wonders so have one today.’ This catchy tune was sung and whistled everywhere, further cementing the brand’s popularity.

Criticism and Tradition

Not everyone was a fan, but Double Diamond remained true to its roots.

22. CAMRA Criticism: CAMRA members, however, were not fans of Double Diamond. They adorned their badges with "DD IS K9 P," criticizing the marketing success and instant recognition of the DD red and orange text branding.

23. Burton Ale Tradition: Double Diamond is part of the broader tradition of Burton ales, which are known for being dark and sweet. These strong ales were aged and required cellaring for months before serving, with some degree of secondary fermentation occurring during that time.

Historical Context and Evolution

Double Diamond's history is intertwined with the broader history of Burton ales and their evolution.

24. Burton Ale in London: In London, the terms Burton ale and old ale were often used interchangeably. However, Burton ale is distinctively dark, sweet, and fruity compared to other old ales and barley wines.

25. Historical Decline: Burton experienced a period of decline in the 17th century, with the number of innkeepers falling from 57 in 1624 to 38 in 1656. By 1694, the town was described as "very much ruined and decayed in its buildings and the inhabitants in general much impoverished".

26. Famous Types of Ale: Hull and Darby Ales were listed as famous types of ale in a humorous work by John Taylor, "the water poet," in 1637. Ashbourne Ale was mentioned in The Compleat Angler of 1653.

27. Burton Ale in London: One source suggests that Burton ale was first sold in London "about the year 1630." However, there is no supporting evidence for this date. John Stevenson Bushnan wrote that Burton Ale made itself known in London as Darbie or Derby from which town it used to reach London in 1623.

28. Co-existence with Pale Ales: Strong Burton ale co-existed with pale ales and India pale ales for which Burton–on-Trent became famous from the 1820s. Opinions about these ales differed, with some preferring the luscious Burton and others detesting its honey-sweet draught.

29. Devotees of Burton Ale: A couple of devotees of the original strong Burton ale wrote about its unique characteristics. Although the Burton brewers were the first to brew Burton ale, other brewers soon made their own versions, just as they did with IPA. Burton ale was brewed from Newcastle upon Tyne to Dorchester, with a Scottish version, Edinburgh Ale, also being dark and sweet.

30. Premium Beer: Until the mid-20th century, the main types of draught beer served in English pubs remained mild ale, bitter, and strong Burton ale. Burton ale continued to command a premium due to its distinct flavor and strength. In 1955, an American magazine explained to its readers that "It's the draught beers that are tricky. There are three main types: bitter beer, very strong and light colored; mild ale, sweeter and darker, and cheaper: and Burton or 'old', very dark, on the sweet side, and generally strong".

Double Diamond's Legacy

Double Diamond Burton Pale Ale isn't just a beer; it's a piece of British history. First brewed in 1876 by Samuel Allsopp & Sons, it quickly became a favorite. The clever marketing strategies, like the catchy jingle "A Double Diamond works wonders," and the distinctive red and orange branding, made it a household name. Its peak in the 1950s to 1970s cemented its place in British culture. Even Prince Philip was a fan, enjoying a small bottle nightly. Though Carlsberg UK discontinued off-trade sales in 2003, the keg version still exists. Double Diamond's story is one of innovation, cultural impact, and enduring popularity. From its origins as an IPA to its status as a beloved pale ale, Double Diamond has left an indelible mark on the beer world. Cheers to a brew that truly works wonders!