The Eden Project and Sharp's Brewery
launch Eden Pure Ale
The Eden Project and Sharp's Brewery are launching Eden Pure
Ale, forging the first partnership of its kind for both companies.
The co-venture sees Eden take a big step into the wider commercial
world and gives Sharp's a world-famous brand name to spearhead
its own market expansion.
With the combination of Eden's international standing and
Sharp's expertise, distribution network and growing markets,
the collaboration will take a drop of Cornwall to bars, restaurants
and supermarkets across Britain. Nick Baker, Managing Director
of Sharp's Brewery said: "The official endorsement
of Eden Pure Ale marks a significant step for Sharp's Brewery
and the Eden Project. Through working together we have been
able to maximise both our brand values and utilise resources
for mutual benefit. The sustainability of the Cornish economy
relies on outward investment and extending customer reach.
Therefore companies can often achieve better results through
co-operation than by going it alone."
Gaynor Coley, Eden's Development Director said: "Eden
Pure Ale is an exciting initiative, which breaks new ground
and will provide income for the charitable trust behind the
project." She said: "What a great combination
a beer brewed in Cornwall and the science foundation
of the Eden Project. This is the first official partnership
where the well-established Eden Project brand will be used
to help another company's product beyond Eden itself. The
collaboration enables us to work hand-in-hand with a neighbouring
company to bring the best of Cornwall to national markets."
Recent research showed that the Eden Project has injected
around half a billion pounds worth of business back into Cornwall
and the wider South West region. The Millennium Commission
Lottery-funded Eden Project is seen as an exemplar in sharing
the economic benefits it has generated rather than just keeping
the benefits for itself.
"Our link-up with Sharp's builds on the economic
impact of Eden," said Gaynor Coley. "We feel
it provides a model of best practice and provides an opportunity
for us to get our core messages to a wider market. Eden is
all about conveying the stories behind plants and the vital
relationship we have with them and Eden Pure Ale hits the
spot in helping us tell those stories." She added: "This
is a first step into the commercial world with a product enhanced
with Eden Project values. We expect further opportunities
for similar collaborations to flow from this."
The partnership has seen Sharp's comply with Eden's strict
triple bottom line assessment, which measures waste management,
recycling, and ethical work practice as well as the quality
of the beer. The independent environmental assessment found
that Sharp's Brewery had a high water to beer output ratio,
meaning little water is wasted at the brewery. Heat recovery
rates were also excellent, as warmth generated by the fermenting
yeast is recycled for hot water.
Stuart Howe, head brewer at Sharp's Brewery said: "It's
great to see that the common sense approach taken by the brewery
has been supported by Eden's environmental impact audit and
that it's having a positive effect." Eden Pure Ale
is made from simple and natural ingredients malt, yeast, water,
hops and is totally free of additives, such as flavour concentrates
and sugar. Using the whole hop flower for flavour and where
possible sourcing the malted barley from Cornwall. The result
is a full strength, uniquely flavoured beer produced locally.
Stuart added: "The aroma of Eden Pure Ale is dominated
largely by hops and complimented by a light fruit fragrance.
When tasted, the hops are the centrepiece with hint of malty
sweeteners. The finish is dry and hoppy, stimulating and refreshing
For further information contact David Rowe, Eden Project
Head of Press and Public Relations on 01726 811901 or email: firstname.lastname@example.org.
The Objective One Programme for Cornwall and the Isles
of Scilly has invested over £16 million in the Eden
Project through the European Regional Development Fund (ERDF)
and European Agricultural Guidance and Guarantee Fund (EAGGF).
More about Sharp's Brewery and
the Eden Project
Currently celebrating its 10th birthday, Sharp's Brewery
based in Rock, Cornwall, has experienced year-on-year growth
since its creation by Bill Sharp in 1994. The brewery has
now developed into one of the UK's most successful and dynamic
With an annual turnover of £5 million, this award-winning
brewery is arguably the biggest producer of real ale in the
South West of England. Its flagship brand, Doom Bar Bitter,
is sold in around 750 directly supplied pubs, clubs and restaurants
alongside Sharp's other famous brands such as Cornish Coaster.
Before the Eden Project fully opened, Sharp's launched a
new product, Eden Ale, as a celebration of what has proved
to be one of Britain's most popular destinations.
Eden has attracted nearly seven million visitors since then
and the beer which carries its name has proved a great success,
second only to Doom Bar as the brewery's best seller.
Until now there has been no official Eden branding on the
product, although people could be forgiven for thinking that
Eden itself had produced the drink.
The fact that the beer was already on sale and very well
established made it easier for the Eden and Sharp's link-up
to take place.
Eden Project Limited is owned by the Eden Trust, which is
a fully registered UK Charity (No. 1093070)
The Millennium Commission Lottery grant contributed £55.4
million to the £133.6 million cost of the Eden Project
Big Build 2 is also supported by funding investments of £12.9
million from Europe, under the Objective One programme and
£9.65 million from the South West Regional Development
Immediate information may be obtained from our website:
For further information, please contact:
David Rowe - Head of Press and Public Relations
Direct Line: 01726 811901
Rupert Warwick - Skyfield Communications
Direct line - 01726 810050
Media Relations Manager
Objective One Partnership Office
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01872 223439
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