Raise a glass as new ale celebrates best of the Black Country
It's time to raise a glass to the Black Country as brewery bosses back a festival with the launch of a new ale.
The Black Country Festival gets under way on Saturday (July 1) bringing together a host of community, cultural and sports events together.
It works to celebrate Black Country Day which takes place each year on July 14.
Lye-based brewery Sadler's has extended its long-standing support for the festival by creating a new tipple for the occasion.
The festival ale, called Proper Black Country, will be on sale during the month-long event from the firm's Brewhouse, in Station Drive, and selected outlets.
Sadler's sales director Ian King says the brewery is delighted to have forged strong links with the festival.
"We are proud to be part of the Black Country Festival," he said. "It is a great opportunity to showcase Black Country beer and the industry."
Proper Black Country is a best British bitter with hops and malts sourced in the UK and brewed in Lye. The 4.1 per cent ale is described as 'easy drinking'.
Black Country Festival committee chairman Steve Edwards said: "When we started the festival we wanted to emulate the success of St Patrick's Day and its links with Guinness and we are pleased that Sadler's are part of the festival.
"We want our 'Proper Black Country Beer' to be for Black Country Day what Guinness is for St Patricks Day.
"The Black Country is famous for being the birth place of the industrial revolution but it is also famous for its real ale breweries.
"It is my hope that we will get all breweries involved in selling our 'Proper Black Country Beer' and help raise money to fund community events across the Black Country as part of the Black Country Festival."
It has proved a successful period for Sadler's which celebrated scooping best brewery at the Midlands Food, Drink and Hospitality Awards.
The brewery at Conyers Trading Estate, received the accolade at the awards dinner at Warwickshire County Cricket Club's Edgbaston ground on Monday night.
The brewery has also teamed up with the maker of Crabbie's ginger beer in a deal which will help it further capitalise on the growing craft beer industry.
Halewood Wines & Spirits has taken a majority stake in the brewery which creates a range of ales including the Peaky Blinder black IPA.
The deal will see Sadler's getting marketing support from the Huyton-headquartered drinks producer, but it will continue to operate as a separate business.
For more information on the Black Country Festival visit the website
