After a two-decade hiatus, one of the UK’s most popular beers is now back on supermarket shelves.
Double Diamond, first brewed in 1879 by Allsopp & Sons of Burton upon Trent, was among the nation’s best-sellers from the 1950s right through to the early 1990s.
While drinkers loved its classic pale ale flavour, the brand became a household name due to its distinctive red and yellow logo and catchy advertising slogans: ‘Double Diamonds works wonders’ and ‘Only here for the beer.’
However, over the years it fell out of favour, and Double Diamond gradually disappeared before Carlsberg (which had taken over Allsopp’s) discontinued off-trade sales in 2003 and later ceased production entirely.
Fans were overjoyed when the brewery announced its return to pubs late last year, with punters who tested Double Diamond 2.0 on draft describing it as ‘stunning’.
And now, the ‘session’ beer is also available to enjoy at home; priced at £5.75 (or £5 for Clubcard holders) for a pack of four 440ml bottles, in store and online at Tesco.
Die-hards may notice a difference between the original and the relaunched version, as it’s ‘brewed to a new and improved recipe’ with a slightly lower ABV of 3.8%.
But Jamie Allsopp, re-founder of Allsopp & Sons, said he hopes this tweaked iteration ‘will find a place in the affections of new drinkers, as well as those that haven’t tasted it in 30 years’.
He added: ”Double Diamond is our A-list star, a beer so popular it was up in lights on Piccadilly Circus, so famous the government considered nationalising it, a beer that worked such wonders it sold 50 million pints a year.’
Full list of UK pubs currently serving Double Diamond
- The Princess Royal, Notting Hill
- The Barley Mow, Mayfair
- The Alfred Tennyson, Belgravia
- The Lucky Saint Pub, Marylebone
- The Last Judgement, Chancery Lane
- The Hole In The Wall, Waterloo
- The Duke of York, Fitzrovia
- The King & Queen, Fitzrovia
- The Blue Stoops, Kensington
- The Last Heretic, Burton upon Trent
- Beeropolis, Burton upon Trent
- The Mason’s Arms, Clanfield
- The Bluebell, Kirk Langley
Double Diamond isn’t the only iconic brand that’s returned to the high street after time away.
Four years on from the company’s collapse in 2018, Toys R Us was relaunched as a concession in WHSmith stores – and proved such a hit, it was rolled out nationwide.
Then there was Topshop, which – despite refusing to confirm rumours of a new bricks-and-mortar shop – recently announced it was ‘kicking off the first phase of a much anticipated return’, creating a frenzy of nostalgia on Instagram.
‘Crying, screaming, throwing up,’ wrote influencer Jade Reeve, while Lily Pebbles wrote: ‘And all the millennials faint.’
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