Nostalgic beer from the 90s returns to UK supermarkets after 30-year hiatus
Known for its bright red and yellow logo with two large Ds, Double Diamond was first brewed in 1876 as an India Pale Ale and was extremely popular in the 90s
A nostalgic beer from the 90s has made a big return to UK stores - and is available to buy in Tesco. Double Diamond returned to pubs last year as a pale ale, but now Tesco is selling packs of four 440ml bottles for £5.75, or £5 with a Clubcard.
Known for its bright red and yellow logo with two large Ds, Double Diamond was first brewed in 1876 as an India Pale Ale and was extremely popular in the 90s, with more than 50 million pints being sold in a single year at its peak.
You may also remember it from its famous slogan: "A Double Diamond works wonders." But sadly as its popularity waned, Double Diamond was discontinued in the 2000s.
The version of Double Diamond in Tesco has an ABV of 3.8% and is made with a new recipe featuring Citra, Columbus and Mosaic hops.
Jamie Allsopp, re-founder of Allsopp & Sons, said: "Double Diamond is our A-list star. This sessionable Pale Ale is the next iteration of Double Diamond and we hope will find a place in the affections of new drinkers, as well as those that haven't tasted it in 30 years."
Double Diamond is currently available at 12 pubs across the UK with plans to expand it to more locations. In a social media post published on the Allsopp & Sons Instagram page last year, announcing the return of Double Diamond, one person said: "Had some today absolutely delicious !!"
Another said: "I still remember the jingle!" A third person, quoting another Double Diamond jingle, said: "Double Diamond works wonders, works wonders, so drink one today."
It comes after Manchester-based brewery Marble Beer increased the alcohol level on its flagship pale ale following complaints from customers. Marble had slashed the alcohol by volume (ABV) from 3.9% to 3.4% after new tax rules were introduced for alcohol products.
However, Marble has now confirmed it has U-turned on this decision, with the beer going back up to 3.9%. The beer is available in cask and keg formats and also in cans.
In the UK, drinks are now taxed based on their strength, rather than the previous categories of wine, beer, spirits, and ciders. This system came into effect in August 2023. Alcoholic drinks with an ABV below 3.5% are taxed at a lower rate.
Marble is not the only brewery to lower the alcohol content of some of its products this year. Grolsch Premium Pilsner had a higher ABV of 5% up until its relaunch in 2020 when it was slashed to 4% by parent firm Asahi. It has now been slashed again to 3.4%.
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