Cambrian Heart Ale

A new beer brewed in the Cambrian Mountains is to be launched in the Aberystwyth area this month (19th June 2010). ‘Cambrian Heart Ale’ is being marketed using the Cambrian Mountains brand which is part of a rural Wales initiative inspired by HRH The Prince of Wales to support local food and drink producers.

The ‘Cambrian Heart’ is a golden brown ale brewed by the Heart of Wales Brewery in Llanwrtyd Wells. Carly Butler and Deanna Leven from the Aberystwyth based Cambrian Mountains Initiative will be providing samples of the products at Aberystwyth Arts Centre’s MidMad 2010 event on the day of the launch, where it will also be sold behind their Real Ale Bar.

Commenting, Heart of Wales brewer, Lindsay Ketteringham said, "I joined the Initiative because I feel that it is important for rural areas to be able to project a strong brand image associated with quality to consumers. People living in the region often prefer to support local enterprise, and visitors are usually keen to sample local produce, so a strong, easily recognised brand that stands for quality and sustainability is an important asset to any local producer."

"By purchasing Cambrian Mountains branded products, consumers can be assured that they are getting high quality, locally produced food and drink and are also improving sustainability of producers in the Cambrian Mountains region, " he said.

‘Cambrian Heart Ale’ will be available in some of the top establishments in the area as part of the launch, including CAMRA award winning pub, The Ship and Castle. It will also be sold in the Castle Hotel, Rummers Wine Bar, The Farmers Arms and the Conservative Club. Bottles of the Cambrian Heart Ale will be available at Gwesty Cymru and Llys Y Brenin (Kings Hall Brasserie)

Llinos James from the Castle Hotel believes that as consumers become more aware of the provenance of the food they are eating they are demanding more regionally sourced products. "Being able to offer an ale that is produced in the Cambrian Mountains area means that we are not only meeting the needs of our customers but contributing to the sustainability of our local community," she observed.