Wolverhampton & Dudley Breweries (W&DB) has spiced up its portfolio with the rebirth of its Burton-brewed India Pale Ale (IPA).
In launching Marston's Old Empire, W&DB has harked back to the IPA style of 150 years ago that, unlike the more sessionable modern adaptations, was brewed at a high gravity to survive the voyage from England to the colonies.
"What we're trying to do is bring back the true IPA style," said W&DB's Alistair Darby. "Today, IPA is descriptive of standard ale whereas traditionally they were always high strength, high quality, and never three per cent glugging ales.
"In reality, traditional IPAs would have been even stronger but we needed to strike a balance between authenticity and drinkability. At W&DB, one of the things we pride ourselves on is the drinkability and moorishness of our beers."
Marston's head brewer Steve Brooks said: "In comparison to other IPAs, Old Empire is quite different.
"It's much hoppier and much more true to type. The ingredients used have helped achieve this authenticity."
The new arrival, developed with the help of beer writer Roger Protz, has been initially released in bottles into the off-trade but by July Old Empire will available in pubs and bars exclusively in cask conditioned form.
To accompany the launch, high-profile advertising is also planned and the beer is to be given a price position above Pedigree on the bar.
Old Empire is not the only brand to blow wind into the sales of the IPA category.
Last month, Greene King revamped its own IPA brand, 3.6 per cent ABV, with the introduction of a new pumpclip, bottle design and a fresh burst of advertising.
The IPA category is an attractive one for brewers as it boasts easy drinking, lighter styles that appeal to lager devotees, female drinkers and pub-goers on the hunt for different styles and niche brands.
Mr Darby added that in addition to the launch of Old Empire, plans are afoot for further development of the other Marston's brands and Banks's.
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