One
of the region’s oldest ales is making a remarkable comeback just a year
after bidding farewell to everyone.
Double
Maxim disappeared last year when the Vaux Brewery in Sunderland, closeds –
but now threee of the team who made such a success of the bottled beet at
Vaux have teamed up again to brew it once more,
Former
Vaux directors, Doug Trotman and Mark Anderson, bought the rights to the brand
and signed up ex-head brewer at Vaux, Jim Murray, to make sure the ale is
honed to perfection.
Mr
Trotman said; “Jim will be responsible for all the brewing and packaging
of the new product, but it is produced to the same recipe and utilises the
same materials as it always has. “Jim
has been brewing Double Maxim since 1968, so we are confident the new product
will still taste as good as it used to.
“This
is exactly the same product and specification as before, the only thing that
has changed is the packaging, which we have updated.
“Our
most important market remains in the North East.
That’s where our most loyal customers are and we will be trying
to win back all the drinkers who have had to drink other beers over the last
year or so.”
Mr
Trotman joined forces with fellow ex-director, Mark Anderson, to form the
Double Maxim Beer Company, soon after their attempt to buy out Vaux failed
last year. Mr Trotman added: “When that didn’t
work we decided we still wanted to stay in the region and run our own business.
“Then
the opportunity to buy the rights to Double Maxim from Whitbread came up,
and it was too good and opportunity to miss.
“Once
that was secured we asked Jim to get on board and he readily agreed.”
The
Double Maxim Beer Company was set up by Mr Trotman and Mr Anderson, initially
to revive Double Maxim, although there are plans to extend the portfolio.
Mr
Trotman said: We want to make Double Maxim the biggest selling regional ale
brand up here within five years and we hope to make it one of the top six
national beer brands within five years. We
will also be looking to add to it by brewing more beers.”
Already
a number of the main pub chains have signed up the new-look Double Maxim,
including Scottish & Newcastle, Pubmaster, and Federation Brewery and
plans are already being made to get the beer in supermarkets around the region.
The
beer is being produced and packaged at Robinsons Brewery in Stockport.
Mr
Trotman said he regretted not being able to brew it in the North East, but
said the water available in Stockport was the closest they could find to the
original Wearside water and so gave them the best chance of recreating the
famous flavour.
The
beer is already available in pubs around the region, and is expected to be
more widely available in the coming months.