Warwickshire brewery Purity has signed a deal with Mitchells & Butlers to supply one of its award-winning ales to 80 of the company’s pubs in the Midlands.
The Birmingham pub company, which used to brew its own beers like the iconic Brew XI, ran a successful trial of Purity’s Pure Ubu ale in 40 of its pubs earlier this year.
It will be available in a number of Mitchells & Butlers’ Ember Inns and Vintage Inns pubs in the Midlands, plus a small number of Nicholson’s & Classics pubs. Purity has made a good profile for itself in the world of beer in recent months. Pure Ubu was awarded a highly-coveted place in the “World Top 50 beers” by the International Beer Challenge 2007.
Purity – best known for its Pure Gold ale – has signed a number of deals with top restaurants to supply ale. It also had a stand among the other high-end food and drink producers at the recent Taste of Birmingham festival held in Cannon Hill Park.
Paul Halsey, Purity’s managing director, said: “We are delighted to be associated with Mitchells & Butlers through its Ember Inns and Vintage Inns pubs located in the Midlands. Both pub brands have a reputation for serving their customers with some of the finest ales around and I’m sure Pure UBU will be a popular choice.”
Matt Roberts, the category development manager, speciality beers and regional ales for Mitchells & Butlers, added: “As the UK’s leading operator of managed pubs we constantly look for ways to increase and improve our range of ales. Pure UBU offers us the opportunity to provide our customers across the Midlands with a locally-brewed and quality ale.
“The feedback from our mangers following the trial period earlier this year was extremely positive and we’re sure customers will greatly enjoy the beer.”
Since brewing its first barrel of beer in December 2005, Purity has seen sales rise dramatically.
Excluding this deal with Mitchells & Butlers, Purity stocks approximately 350 pubs around the country. It also has exclusive importing deals for some continental beers.
Beers from the Great Alne brewery are also regular winners at tasting competitions. Last May the brewery was presented with a Heart of England Fine Foods diamond award that recognised its market growth, sales turnover and export success.