Joule's Pale Ale re-launched after four decade gap

The long-awaited re-launch of Joule's Pale Ale has finally arrived after a wait of almost four decades.

The new Joule's Brewery in Market Drayton was completed in July of this year at a cost of £1.65m — £450,000 over the original budget.

Since then new brewer Adam Goodall has been hard at work with Anthony Heeley the last man to brew Joule's in 1974.

The brewers are now satisfied that the new beer is a match of the original and ready to leave the brewery.

Joule's Brewery sits in the heart of old Market Drayton, Shropshire, behind the ancient Red Lion Inn on the town's aquifer, a natural mineral water source.

The brewery draws through the red sandstone and Bunter pebble beds from 80 metres below.

Steve Nuttall, Joule's managing director, said: "I came across the Joule's brand nearly 20 years ago when I worked for Bass the brand had been cut off in its prime when brewers came together for economies of scale.

"That's all changed now and turned full circle customers now want quality over quantity and local crafted beer is back in demand.

"It's taken us nearly 10 years to get here, we spent years going through the design and planning process and then negotiating with Molson Coors who inherited the brand in 2001." Joule's has a £2m facility with the Co-op Bank and an estate of 19 freehold pubs. Half the estate is refurbished and the company plans to spend £535,000 refurbishing five more pubs in 2012.

The strategy is to grow to 25 sites. The brewery has a max capacity of 220 barrels, with one in four pints brewed then sold through its own pubs.