Aug 27 2010 --- Wells ad Young’s, the UK’s largest private brewery, has relaunched its much-loved local Bedford beer, Wells Eagle. Independent integrated agency Blue Marlin has created a new look pump clip for Wells Eagle IPA, which made its debut this week.

The iconic eagle is framed with barley and sits above the brand name, which has been given far greater prominence. Overall the new design looks modern, bright and distinctive with the heritage and authenticity that loyal drinkers know and love.

Chairman of Wells and Young’s, Paul Wells, says: “The Eagle is synonymous with Bedford. It features on the town’s crest and there are a number of businesses, sports teams and organisations that use the symbol of the Eagle. We are proud to celebrate the Bedford eagle as a beer and as a sign of our pride For immediate release in our hometown.

“It’s really important to us that we remember our heritage with Bedford. We’ve been brewing on the banks of the River Great Ouse since 1876, and the water we use in all our beers is from a well my great-grandfather, Charles Wells, sunk in the early 1900’s. So Wells Eagle is literally rooted in Bedford, and as such, we want to reflect that heritage in our local beer.”

A spokeswoman for Blue Marlin says: “Eagle is a well loved brand with a rich heritage and it was important that we protected that history and authenticity. Its provenance as a Bedford beer is also a strong part of its appeal and is therefore also prominent on the pump-clip.”