Where To Buy Double Diamond Beer Today?

Double Diamond beer is an English pale ale that was first brewed in 1876 by Samuel Allsopp & Sons. It was one of the highest-selling beers in the United Kingdom in the 1950s, 1960s, and 1970s. The beer was heavily advertised on TV with the tagline, A Double Diamond works wonders. While Carlsberg UK discontinued off-trade sales in 2003, it is claimed that small-scale production of the bottled variant continued as it was reportedly Prince Philip's favourite beer. Today, Double Diamond can still be found in the form of keg beer, known as Double Diamond Pale, and a cask-conditioned version called Ind Coope Burton Ale. Vintage memorabilia and advertisements related to the beer can also be found for sale on platforms such as Etsy.

Double Diamond's history

Double Diamond beer was first brewed in 1876 by Samuel Allsopp & Sons of Burton upon Trent as an India Pale Ale. In 1935, Allsopp merged with Ind Coope, and from 1946, bottled Double Diamond began to be heavily advertised, becoming one of four nationally distributed beers by the 1950s.

Under reciprocal trading agreements, Ind Coope would agree to stock a rival brewer's beer if they replaced their supply of Bass or Worthington with Double Diamond. The beer was one of the highest-selling in the United Kingdom in the 1950s, 1960s, and 1970s, and during this time, it was advertised heavily on TV with the tagline: "A Double Diamond works wonders." Distinctive orange signs were plastered on billboards and could be seen in many pubs.

The keg version of Double Diamond was launched in the 1960s, and it was one of the first nationally available keg beer brands. However, its popularity declined with the rise of CAMRA and real ale, and the marketing focus shifting to lager-style beers, which could be sold at higher prices.

Carlsberg UK discontinued off-trade sales of Double Diamond in 2003, but it continues as a keg beer. Small-scale production of the bottled variant is also believed to have continued as it was reportedly Prince Philip's favourite beer. The current keg version is known as Double Diamond Pale and has an ABV of 2.8%Ind Coope Burton Ale, a cask-conditioned version of bottled Double Diamond first brewed in 1976, is currently produced by Carlsberg UK with an ABV of 4.5%.

Where to buy Double Diamond memorabilia

Double Diamond Burton Pale Ale was one of the highest-selling beers in the United Kingdom in the 1950s, 1960s, and 1970s. It was first brewed in 1876 by Samuel Allsopp & Sons and was heavily advertised with the tagline, "A Double Diamond works wonders".

Although Carlsberg UK discontinued off-trade sales in 2003, it is claimed that small-scale production continued as it was Prince Philip's favourite beer.

If you are interested in purchasing Double Diamond memorabilia, there are a few options available:

• Online retailers: Websites such as eBay offer a variety of Double Diamond memorabilia, including vintage posters, advertisements, and other collectibles. A simple search on eBay or other similar websites can provide a range of options to choose from.
• Specialty stores: Some stores specialise in collectibles and memorabilia, including pre-prohibition beer advertising. For example, Double Diamond Collectibles in Cayucos, California, buys, sells, and consigns various antiques and collectibles, with a focus on pre-prohibition beer items. They have a physical store located at 36 N Ocean Ave, Cayucos, CA 93430, and can also be found online at DoubleDiamondCollectibles.com.
• Antique stores: Antique stores often carry a variety of memorabilia and collectibles, so it is worth checking local antique shops or browsing online antique marketplaces.
• Auction houses: Auction houses such as Sotheby's or Christie's occasionally offer memorabilia and collectibles, so it may be worth browsing their catalogues or attending auctions to find Double Diamond-related items.
• Private collectors: In some cases, private collectors may be interested in selling Double Diamond memorabilia. Keep an eye out for collectors' markets or online forums where collectors connect and trade.

Double Diamond's fall from grace

Double Diamond, a beer first brewed in 1876, enjoyed a long reign as one of the highest-selling beers in the United Kingdom from the 1950s to the 1970s. However, its popularity began to wane, and it eventually suffered a dramatic fall from grace. So, what led to this once-popular beer's decline?

One significant factor was the rise of CAMRA (Campaign for Real Ale) and the increasing consumer preference for real ales over keg beers. CAMRA formed as a pressure group against keg beers, including Double Diamond, and this slowly chipped away at its market share. Consumers began to reject heavily promoted bland beers like Double Diamond in favour of cask ales.

Another reason for Double Diamond's decline was the shift in marketing focus towards lager-style beers, which could be sold at even higher prices. Once the brewers redirected their marketing spend towards these more profitable options, brands like Double Diamond lost their prominence and began to fade from public consciousness.

The rise of competing beverages, such as wine and cider, also contributed to the decline of Double Diamond. As foreign holidays became more common, people started to develop a taste for wine, and clever marketing campaigns by wine producers like Blue Nun successfully tapped into this emerging market. Additionally, drinks like Babycham, a perry (cider made with pears), used innovative advertising strategies to position themselves as premium-priced drinks, attracting female drinkers in pubs and bars during the 1960s and 1970s.

While Double Diamond may have lost its shine, it still has a dedicated following, including a notable royal fan—HRH The Duke of Edinburgh, who is said to have enjoyed a small bottle nightly. Small-scale production of the bottled variant is rumoured to have continued for this reason. Additionally, a cask-conditioned version, Ind Coope Burton Ale, is still produced by Carlsberg UK, keeping the spirit of Double Diamond alive.

The beer's famous drinkers

Double Diamond Burton Pale Ale, originally an India Pale Ale, was first brewed in 1876 by Samuel Allsopp & Sons. It was one of the highest-selling beers in the United Kingdom in the 1950s, 1960s, and 1970s. The beer's popularity was due in part to its heavy advertising on TV and billboards, with the tagline "A Double Diamond works wonders."

The most famous drinker of Double Diamond is said to be Prince Philip, the Duke of Edinburgh. It has been claimed that small-scale production of the bottled variant continued as it was his favourite beer, with Paul Burrell attesting that Philip drank a small bottle nightly.

Double Diamond was also reportedly served in the Red Lion Pub in Dubai in 1978, and in the Jack Snipe in Cumbernauld in the late 1970s.

The beer's advertising

The advertising of Double Diamond beer was a significant factor in its success and popularity in the 1950s, 1960s, and 1970s. The beer, an English pale ale, was first brewed in 1876 by Samuel Allsopp & Sons and was later distributed nationally by Ind Coope.

The memorable advertising slogan, "A Double Diamond works wonders," was plastered on billboards and sung in television commercials. Distinctive illuminated orange signs featuring this tagline were displayed in many pubs. This marketing campaign, coupled with reciprocal trading agreements, helped establish Double Diamond as one of the highest-selling beers in the United Kingdom during its heyday.

The rise of real ale and the shift in marketing focus towards lager-style beers contributed to the decline in Double Diamond's popularity. However, it is worth noting that the beer continues to be produced as a keg beer by Carlsberg UK, and its enduring legacy can be seen in its association with notable figures like Prince Philip and the Duke of Edinburgh, who were reportedly fans of the brew.

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