Tetley's Bitter
Encyclopedia
Tetley's was a brewery
founded in 1822 by Joshua Tetley
in Leeds
, West Yorkshire
, England which operated for 189 years until it was closed in June 2011. The brewery was owned by the Carlsberg Group and produced a range of beers, including Tetley's Bitter, and was the world's largest producer of cask ale
. Tetley's is among the ten highest selling beer brands in the United Kingdom, but nevertheless, sales in 2010 were less than half of those in 2004.
With the closure of the brewery, production of Tetley Smoothflow was transferred to MolsonCoors' Tadcaster
plant, Tetley cask products were contracted to Marstons' Wolverhampton
plant and Tetley keg
products contracted to Camerons
. All other products such as Skol
were transferred to Carlsberg's Northampton
plant.
The brewery was often known as "Leeds Brewery", and should not be confused with a microbrewery of that name
which opened in 2007.
The brewery was founded in 1822 by Joshua Tetley
in Leeds
, leasing an existing brewery located in Salem Place from William Sykes for £400, . Tetley's grew to become a large integrated regional brewery company with a number of tied public houses.
By 1860 Tetley was the largest brewery in the North of England. In 1875 Tetley's brewed 171,500 barrels of beer.
Tetley’s bought its first two pubs in 1890. Only one remains today, The Fleece in Farsley
. The other, the Duke William, which was in Tetley’s yard, was "unceremoniously demolished" by Carlsberg in 2002.
In 1892, the company went public to raise money for a bottling operation and was valued at £572,848.
In 1911, Tetley's challenged escape artist Harry Houdini
to escape from a padlocked metal cask of ale. Houdini accepted this challenge; however, it proved too much for him and he had to be rescued from the cask.
In 1932 the Market Tavern, next to Leeds' Kirkgate market was leased by Leeds City Council to Tetley’s for £550 a year. The council had higher offers from two other breweries, but opted for Tetley’s “because it sells the most popular brew in the view of the Corporation”.
At its peak during the 1960s, Tetley owned over 1000 tied house
s in Yorkshire alone, and 2000 across the country. At its height, the brewery employed over 1000 workers.
An impartial customer survey in the 1980s concluded that Tetley had achieved an almost irrational level of customer support, particularly in West Yorkshire, in part because of traditional loyalty, partly because of highly effective television campaigns such as the Tetley Bittermen, and also because of a consistently high quality product.
By 1996, sales of Tetley Bitter were overtaken by sales of John Smith's, and the product has retained the number two position ever since. This is largely attributed to Tetley's ineffective marketing campaigns.
In 1998 Tetley's was taken over by Carlsberg, who had previously held a 50 per cent stake in the business. In 2004 Tetley was dropped from the Carlsberg-Tetley name.
In 2006, Tetley's sold 185 million pints of beer in pubs. This would fill 42 Olympic-sized swimming pools. In the same year, the brewery's famous dray horses were retired. They had made deliveries to pubs around Leeds.
In December 2010 production of Tetley's cask products was transferred to Banks's brewery in Wolverhampton
. Tetley Smoothflow will be brewed by Coors in Tadcaster
and Tetley keg Dark Mild, Mild and Imperial will be brewed by Cameron's of Hartlepool. The final brew took place on 24 May 2011, Lager production was transferred to Northampton
. Leeds will retain a Tetley's distribution centre at Tingley
.
The company is now called Carlsberg UK Limited and is a part of Carlsberg AS group.
The original brewery was opened on the current site in 1822. Parts of the original buildings still stand and extensions have been built as late as 2006.
The brewery is situated on the south banks of the River Aire
near Crown Point, Hunslet
and Clarence Dock
. The adjacent Yorkshire Chemical works has recently been demolished and much of the former land is used by the brewery for storage. The Brewery opened a museum on 19 March 1994. The attraction proved popular; however, redevelopment of the land surrounding the brewery led to the attraction's closure on 7 April 2000. The building is now bars and restaurants. The closure of the brewery by Carlsberg was announced on 5 November 2008, with the brewery expected to be shut by 2011. Carlsberg will try to redeploy staff throughout the group. Production of Tetley beer will be moved to Northampton
.
The brewery produces around 200 million pints of Tetley's every year. In addition to this brewery there is a distribution centre in nearby Tingley
. There are no plans to close this depot.
Since the closure of the Yorkshire Chemical Works adjacent to the brewery, some of the land has been used for storage by Tetley's. It has been speculated whether the two sites will be redeveloped together.
The Brewery currently stands on the largest site it has ever stood on, after over 180 years of expansion. In 1906 the brewery stood on a fraction of its current site between Brook Street, Hunslet Road (this part now being known as Hunslet Lane), Crown Point Road and Waterloo Street. Many smaller streets in the vicinity have since disappeared under the ever extending brewery.
Several MPs in Leeds
have called for a demerger between Tetley's and Carlsberg or a management buyout to save the brewery from closure. It has been suggested that the brewery could be leased to independent brewers, should it become unused. The Yorkshire Evening Post
estimated a value of £4–£5 million per acre for the site.
Throughout the 1960s and 1970s Tetley's invested in many new estate pubs in Leeds such as The Londoner in Little London
, The Dalesman in Moor Grange
and the Eyrie in Holt Park
. Towns such as Garforth
and Wetherby
show a cross over between pubs traditionally run by Leeds
based Tetley's and Tadcaster
based John Smith's, being as the towns are approximately equidistant between the two breweries.
, keg ale, keg lager, bottled lager and canned (widget
) ale and lager. The main products were Tetley's Cask, Tetley's Smoothflow and Tetley's Mild.
Although Tetley's primarily sell their products within the United Kingdom
, the brand has a healthy export markets. Many export markets grew in countries such as Spain
, Australia
and Thailand
with high levels of British tourists and expatriates. The brand enjoys a strong export market in the US as 'Tetley's English Ale'.
Cask - Tetley's hand pulled ale served in most Tetley's pubs. This beverage is served at cellar temperature. This is perhaps considered to be Tetley's core product, although the popularity of Smoothflow in recent years may challenge this. A.B.V 3.8%
Smoothflow - Tetley's keg ale served in most Tetley's pubs, as well as many sports grounds and nightclubs. This beverage is chilled to 8 degrees Celsius. Export versions of Tetley's are usually a variation of Smoothflow. A.B.V 3.6%
Mild - One of the brands of mild still widely available, not all Tetley's pubs will serve this and it is generally reserved for sale in more specialist bars. A.B.V 3.3% Carlsberg brew the Tetley's Mild in both light and dark forms although the dark mild is to be discontinued.
Imperial - Originally created for the Teesside
market, and at one point was advertised as "Teeside's favourite pint". It was launched nationally as a premium 4.3% cask ale in 2002. It used three separate yeasts and had eight months of development, but the variant has since been withdrawn. It continues as a pasteurised ale in kegs.
About 24,000 hectolitres of Tetley's Milds and Imperial were sold in 2010.
brewed from 1876 to 2003. During the 1970s it was advertised heavily by Ind Coope, especially on TV, with the jingle: "A Double Diamond works wonders, works wonders, works wonders. A Double Diamond works wonders, so drink some today!" Carlsberg UK discontinued general sales of the brand in April 2003, though a small amount continued to be sold in bottles for some months. Carlsberg UK still sells a Burton Ale seasonally in its Draught Cask series but under the Ind Coope brand, not as Double Diamond.
is a brand of British lager
brewed by Tetley's. The lager is no longer sold from tap, but is still available from a can. The lager is relatively weak at 3.0%ABV
and is one of the cheapest branded lagers. The product is usually sold in crates of 24x440 ml can.
feelings in the UK. In March 2010 the huntsman was used again for the first time in Tetley's advertising in ten years.
In 2006 Tetley's changed its slogan from 'Smoothly Does It' to its current slogan of 'Don't Do Things By Halves', and launched a £5 million television advertising campaign.
; they then sponsored their successor Leeds Rhinos
from their formation until 2005. Tetley's also sponsored the Rugby League
Super League
from 2000
until 2004
. Tetley's remain a major sponsor at Leeds Rhinos and are the official beer of most Super League clubs. Tetley's also sponsor the stadium of Dewsbury Rams
which under a sponsorship deal is known as the Tetley's Stadium
. Tetley's is also involved in Rugby Union
, although less prominently, and has a contract with England Rugby Player Martin Johnson.
. This forms a part of the £5 million that Carlsberg intend to invest into the brand over the coming years.
and the Headingley Carnegie Stadium
(both on the Leeds Rhinos
side and the Yorkshire County Cricket Club
side. Tetley's also advertise in the matchday programmes of Leeds United
, Leeds Rhinos
, Leeds Carnegie and Yorkshire County Cricket Club
. It is unclear whether this will continue, should the brand relocate to Northampton.
, owing to the falling demand for beer and lager products in the UK. The move was first reported on BBC Radio Leeds
. The company was criticised for choosing to announce the closure the day after Barack Obama
was elected US president to ensure the news would not get any significant coverage in the British national press, leaving only Look North the Yorkshire Evening Post
, Calendar
and BBC Radio Leeds
to cover it locally.
Brewery
A brewery is a dedicated building for the making of beer, though beer can be made at home, and has been for much of beer's history. A company which makes beer is called either a brewery or a brewing company....
founded in 1822 by Joshua Tetley
Joshua Tetley
Joshua Tetley was the founder of the Tetley's Brewery in Leeds, England. The brewery was founded in 1822 and Joshua Tetley bought the brewery for £400. In 1839, Tetley made his son a partner of the business...
in Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...
, West Yorkshire
West Yorkshire
West Yorkshire is a metropolitan county within the Yorkshire and the Humber region of England with a population of 2.2 million. West Yorkshire came into existence as a metropolitan county in 1974 after the passage of the Local Government Act 1972....
, England which operated for 189 years until it was closed in June 2011. The brewery was owned by the Carlsberg Group and produced a range of beers, including Tetley's Bitter, and was the world's largest producer of cask ale
Cask ale
Cask ale or cask-conditioned beer is the term for unfiltered and unpasteurised beer which is conditioned and served from a cask without additional nitrogen or carbon dioxide pressure...
. Tetley's is among the ten highest selling beer brands in the United Kingdom, but nevertheless, sales in 2010 were less than half of those in 2004.
With the closure of the brewery, production of Tetley Smoothflow was transferred to MolsonCoors' Tadcaster
Tadcaster
Tadcaster is a market town and civil parish in the Selby district of North Yorkshire, England. Lying on the Great North Road approximately east of Leeds and west of York. It is the last town on the River Wharfe before it joins the River Ouse about downstream...
plant, Tetley cask products were contracted to Marstons' Wolverhampton
Wolverhampton
Wolverhampton is a city and metropolitan borough in the West Midlands, England. For Eurostat purposes Walsall and Wolverhampton is a NUTS 3 region and is one of five boroughs or unitary districts that comprise the "West Midlands" NUTS 2 region...
plant and Tetley keg
Keg
A keg is a small barrel.Traditionally, a wooden keg is made by a cooper used to transport items such as nails, gunpowder., and a variety of liquids....
products contracted to Camerons
Camerons Brewery
Camerons Brewery ' is a brewing company founded in 1865 by John William Cameron in Hartlepool, County Durham.-History:...
. All other products such as Skol
Skol
Skol was initially created to be a global beer brand. Allied Breweries , Labatt , Pripps-Bryggerierna and Unibra formed a new company called Skol International in 1964. Its aim was the creation of a world-wide beer brand, Skol, which could be licensed, manufactured and marketed across the world...
were transferred to Carlsberg's Northampton
Northampton
Northampton is a large market town and local government district in the East Midlands region of England. Situated about north-west of London and around south-east of Birmingham, Northampton lies on the River Nene and is the county town of Northamptonshire. The demonym of Northampton is...
plant.
The brewery was often known as "Leeds Brewery", and should not be confused with a microbrewery of that name
Leeds Brewery
The Leeds Brewery is an independent brewery in Leeds, West Yorkshire, England.It should not be confused with the Tetley's Brewery on Hunslet Road in Leeds, which is sometimes known as "the Leeds brewery".-History:...
which opened in 2007.
History
Joshua Tetley
Joshua Tetley was the founder of the Tetley's Brewery in Leeds, England. The brewery was founded in 1822 and Joshua Tetley bought the brewery for £400. In 1839, Tetley made his son a partner of the business...
in Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...
, leasing an existing brewery located in Salem Place from William Sykes for £400, . Tetley's grew to become a large integrated regional brewery company with a number of tied public houses.
By 1860 Tetley was the largest brewery in the North of England. In 1875 Tetley's brewed 171,500 barrels of beer.
Tetley’s bought its first two pubs in 1890. Only one remains today, The Fleece in Farsley
Farsley
Farsley is a commuter town in the City of Leeds metropolitan borough, West Yorkshire, England 6 miles to the west of Leeds city centre, and 4 miles east of Bradford. It was formerly in the municipal borough of nearby Pudsey....
. The other, the Duke William, which was in Tetley’s yard, was "unceremoniously demolished" by Carlsberg in 2002.
In 1892, the company went public to raise money for a bottling operation and was valued at £572,848.
In 1911, Tetley's challenged escape artist Harry Houdini
Harry Houdini
Harry Houdini was a Hungarian-born American magician and escapologist, stunt performer, actor and film producer noted for his sensational escape acts...
to escape from a padlocked metal cask of ale. Houdini accepted this challenge; however, it proved too much for him and he had to be rescued from the cask.
In 1932 the Market Tavern, next to Leeds' Kirkgate market was leased by Leeds City Council to Tetley’s for £550 a year. The council had higher offers from two other breweries, but opted for Tetley’s “because it sells the most popular brew in the view of the Corporation”.
At its peak during the 1960s, Tetley owned over 1000 tied house
Tied house
In the UK a tied house is a public house that is required to buy at least some of its beer from a particular brewery. This is in contrast to a free house, which is able to choose the beers it stocks freely.- Definition of "tied" :...
s in Yorkshire alone, and 2000 across the country. At its height, the brewery employed over 1000 workers.
An impartial customer survey in the 1980s concluded that Tetley had achieved an almost irrational level of customer support, particularly in West Yorkshire, in part because of traditional loyalty, partly because of highly effective television campaigns such as the Tetley Bittermen, and also because of a consistently high quality product.
By 1996, sales of Tetley Bitter were overtaken by sales of John Smith's, and the product has retained the number two position ever since. This is largely attributed to Tetley's ineffective marketing campaigns.
In 1998 Tetley's was taken over by Carlsberg, who had previously held a 50 per cent stake in the business. In 2004 Tetley was dropped from the Carlsberg-Tetley name.
In 2006, Tetley's sold 185 million pints of beer in pubs. This would fill 42 Olympic-sized swimming pools. In the same year, the brewery's famous dray horses were retired. They had made deliveries to pubs around Leeds.
In December 2010 production of Tetley's cask products was transferred to Banks's brewery in Wolverhampton
Wolverhampton
Wolverhampton is a city and metropolitan borough in the West Midlands, England. For Eurostat purposes Walsall and Wolverhampton is a NUTS 3 region and is one of five boroughs or unitary districts that comprise the "West Midlands" NUTS 2 region...
. Tetley Smoothflow will be brewed by Coors in Tadcaster
Tadcaster
Tadcaster is a market town and civil parish in the Selby district of North Yorkshire, England. Lying on the Great North Road approximately east of Leeds and west of York. It is the last town on the River Wharfe before it joins the River Ouse about downstream...
and Tetley keg Dark Mild, Mild and Imperial will be brewed by Cameron's of Hartlepool. The final brew took place on 24 May 2011, Lager production was transferred to Northampton
Northampton
Northampton is a large market town and local government district in the East Midlands region of England. Situated about north-west of London and around south-east of Birmingham, Northampton lies on the River Nene and is the county town of Northamptonshire. The demonym of Northampton is...
. Leeds will retain a Tetley's distribution centre at Tingley
Tingley
Tingley is a settlement in West Yorkshire, England, forming part of the parish of West Ardsley and of the City of Leeds metropolitan borough.It is situated midway between Leeds, Wakefield and Bradford but is considered part of Morley...
.
The company is now called Carlsberg UK Limited and is a part of Carlsberg AS group.
Brewery
The brewery is situated on the south banks of the River Aire
River Aire
The River Aire is a major river in Yorkshire, England of length . Part of the river is canalised, and is known as the Aire and Calder Navigation....
near Crown Point, Hunslet
Hunslet
Hunslet is an inner-city area in south Leeds, West Yorkshire, England. It is south east of the city centre and has an industrial past.Hunslet had many engineering companies based in the district, such as John Fowler & Co...
and Clarence Dock
Clarence Dock (Leeds)
Clarence Dock is a shopping and leisure destination in central Leeds, West Yorkshire, England. It also hosts a large residential population in waterside apartments, as well as a significant office presence....
. The adjacent Yorkshire Chemical works has recently been demolished and much of the former land is used by the brewery for storage. The Brewery opened a museum on 19 March 1994. The attraction proved popular; however, redevelopment of the land surrounding the brewery led to the attraction's closure on 7 April 2000. The building is now bars and restaurants. The closure of the brewery by Carlsberg was announced on 5 November 2008, with the brewery expected to be shut by 2011. Carlsberg will try to redeploy staff throughout the group. Production of Tetley beer will be moved to Northampton
Northampton
Northampton is a large market town and local government district in the East Midlands region of England. Situated about north-west of London and around south-east of Birmingham, Northampton lies on the River Nene and is the county town of Northamptonshire. The demonym of Northampton is...
.
The brewery produces around 200 million pints of Tetley's every year. In addition to this brewery there is a distribution centre in nearby Tingley
Tingley
Tingley is a settlement in West Yorkshire, England, forming part of the parish of West Ardsley and of the City of Leeds metropolitan borough.It is situated midway between Leeds, Wakefield and Bradford but is considered part of Morley...
. There are no plans to close this depot.
Since the closure of the Yorkshire Chemical Works adjacent to the brewery, some of the land has been used for storage by Tetley's. It has been speculated whether the two sites will be redeveloped together.
The Brewery currently stands on the largest site it has ever stood on, after over 180 years of expansion. In 1906 the brewery stood on a fraction of its current site between Brook Street, Hunslet Road (this part now being known as Hunslet Lane), Crown Point Road and Waterloo Street. Many smaller streets in the vicinity have since disappeared under the ever extending brewery.
Several MPs in Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...
have called for a demerger between Tetley's and Carlsberg or a management buyout to save the brewery from closure. It has been suggested that the brewery could be leased to independent brewers, should it become unused. The Yorkshire Evening Post
Yorkshire Evening Post
The Yorkshire Evening Post is a daily evening publication published by Yorkshire Post Newspapers Ltd in Leeds, West Yorkshire, England...
estimated a value of £4–£5 million per acre for the site.
Public houses
Tetleys ran many public houses across the UK with a high concentration in Yorkshire. Due to competition laws the pubs have since been sold although some still display the Tetley's logo. Spirit Group and Festival Ales run many former Tetley's pubs.Throughout the 1960s and 1970s Tetley's invested in many new estate pubs in Leeds such as The Londoner in Little London
Little London, Leeds
Little London, along with its adjacent areas Lovell Park and Blenheim, is an area of 1960s high-rise and maisonette council housing in inner-city north Leeds, West Yorkshire, England, situated between the city centre and Sheepscar....
, The Dalesman in Moor Grange
Moor Grange
Moor Grange Estate is a housing estate in the West Park area of Leeds, West Yorkshire, England, which was built in the 1950s on reclaimed farmland. Work on the Moor Grange Estate began in 1955. It was originally owned by the local council, and was leased by the council to tenants as a council...
and the Eyrie in Holt Park
Holt Park
Holt Park is a medium-sized low-rise 1970s housing estate in the northwest suburbs of Leeds, West Yorkshire, England. It is approximately from the Leeds city centre situated between Tinshill, Cookridge and Adel, and is at the edge of the Leeds metropolitan urban fringe, bordering the green belt...
. Towns such as Garforth
Garforth
Garforth is a town within the City of Leeds metropolitan borough, in West Yorkshire, England. The 2001 Census lists 23,892 residents in the Garforth and Swillington ward - 80.57% of which are homeowners, 20% more than the average for Leeds. Garforth itself has 15,394 of those people...
and Wetherby
Wetherby
Wetherby is a market town and civil parish within the metropolitan borough of the City of Leeds, in West Yorkshire, England. It stands on the River Wharfe, and has been for centuries a crossing place and staging post on the Great North Road, being mid-way between London and Edinburgh...
show a cross over between pubs traditionally run by Leeds
Leeds
Leeds is a city and metropolitan borough in West Yorkshire, England. In 2001 Leeds' main urban subdivision had a population of 443,247, while the entire city has a population of 798,800 , making it the 30th-most populous city in the European Union.Leeds is the cultural, financial and commercial...
based Tetley's and Tadcaster
Tadcaster
Tadcaster is a market town and civil parish in the Selby district of North Yorkshire, England. Lying on the Great North Road approximately east of Leeds and west of York. It is the last town on the River Wharfe before it joins the River Ouse about downstream...
based John Smith's, being as the towns are approximately equidistant between the two breweries.
Product range
The Leeds brewery produced a wide range of products, including cask aleCask ale
Cask ale or cask-conditioned beer is the term for unfiltered and unpasteurised beer which is conditioned and served from a cask without additional nitrogen or carbon dioxide pressure...
, keg ale, keg lager, bottled lager and canned (widget
Widget (beer)
A widget is a device placed in a container of beer to manage the characteristics of the beer's head. The original widget was patented in Ireland by Guinness. The "floating widget" is found in cans of beer as a hollow plastic sphere, 3 cm in diameter with a small hole in one side...
) ale and lager. The main products were Tetley's Cask, Tetley's Smoothflow and Tetley's Mild.
Although Tetley's primarily sell their products within the United Kingdom
United Kingdom
The United Kingdom of Great Britain and Northern IrelandIn the United Kingdom and Dependencies, other languages have been officially recognised as legitimate autochthonous languages under the European Charter for Regional or Minority Languages...
, the brand has a healthy export markets. Many export markets grew in countries such as Spain
Spain
Spain , officially the Kingdom of Spain languages]] under the European Charter for Regional or Minority Languages. In each of these, Spain's official name is as follows:;;;;;;), is a country and member state of the European Union located in southwestern Europe on the Iberian Peninsula...
, Australia
Australia
Australia , officially the Commonwealth of Australia, is a country in the Southern Hemisphere comprising the mainland of the Australian continent, the island of Tasmania, and numerous smaller islands in the Indian and Pacific Oceans. It is the world's sixth-largest country by total area...
and Thailand
Thailand
Thailand , officially the Kingdom of Thailand , formerly known as Siam , is a country located at the centre of the Indochina peninsula and Southeast Asia. It is bordered to the north by Burma and Laos, to the east by Laos and Cambodia, to the south by the Gulf of Thailand and Malaysia, and to the...
with high levels of British tourists and expatriates. The brand enjoys a strong export market in the US as 'Tetley's English Ale'.
Tetley's
Smoothflow - Tetley's keg ale served in most Tetley's pubs, as well as many sports grounds and nightclubs. This beverage is chilled to 8 degrees Celsius. Export versions of Tetley's are usually a variation of Smoothflow. A.B.V 3.6%
Mild - One of the brands of mild still widely available, not all Tetley's pubs will serve this and it is generally reserved for sale in more specialist bars. A.B.V 3.3% Carlsberg brew the Tetley's Mild in both light and dark forms although the dark mild is to be discontinued.
Imperial - Originally created for the Teesside
Teesside
Teesside is the name given to the conurbation in the north east of England made up of the towns of Middlesbrough, Stockton-on-Tees, Redcar, Billingham and surrounding settlements near the River Tees. It was also the name of a local government district between 1968 and 1974—the County Borough of...
market, and at one point was advertised as "Teeside's favourite pint". It was launched nationally as a premium 4.3% cask ale in 2002. It used three separate yeasts and had eight months of development, but the variant has since been withdrawn. It continues as a pasteurised ale in kegs.
About 24,000 hectolitres of Tetley's Milds and Imperial were sold in 2010.
Double Diamond
Double Diamond Burton Ale was a brand of British aleAle
Ale is a type of beer brewed from malted barley using a warm fermentation with a strain of brewers' yeast. The yeast will ferment the beer quickly, giving it a sweet, full bodied and fruity taste...
brewed from 1876 to 2003. During the 1970s it was advertised heavily by Ind Coope, especially on TV, with the jingle: "A Double Diamond works wonders, works wonders, works wonders. A Double Diamond works wonders, so drink some today!" Carlsberg UK discontinued general sales of the brand in April 2003, though a small amount continued to be sold in bottles for some months. Carlsberg UK still sells a Burton Ale seasonally in its Draught Cask series but under the Ind Coope brand, not as Double Diamond.
Skol
SkolSkol
Skol was initially created to be a global beer brand. Allied Breweries , Labatt , Pripps-Bryggerierna and Unibra formed a new company called Skol International in 1964. Its aim was the creation of a world-wide beer brand, Skol, which could be licensed, manufactured and marketed across the world...
is a brand of British lager
Lager
Lager is a type of beer made from malted barley that is brewed and stored at low temperatures. There are many types of lager; pale lager is the most widely-consumed and commercially available style of beer in the world; Pilsner, Bock, Dortmunder Export and Märzen are all styles of lager...
brewed by Tetley's. The lager is no longer sold from tap, but is still available from a can. The lager is relatively weak at 3.0%ABV
ABV
ABV is a three-letter acronym that may refer to:* Alcohol by volume, a measure of the alcohol content of alcoholic drinks* Nnamdi Azikiwe International Airport, Abuja, Nigeria, from its IATA airport code...
and is one of the cheapest branded lagers. The product is usually sold in crates of 24x440 ml can.
Marketing
In 2000 Tetley's dropped its traditional huntsman logo, due to growing anti-huntAnimal rights
Animal rights, also known as animal liberation, is the idea that the most basic interests of non-human animals should be afforded the same consideration as the similar interests of human beings...
feelings in the UK. In March 2010 the huntsman was used again for the first time in Tetley's advertising in ten years.
In 2006 Tetley's changed its slogan from 'Smoothly Does It' to its current slogan of 'Don't Do Things By Halves', and launched a £5 million television advertising campaign.
Sponsorship
Tetley's along with John Player became rugby league football's first ever sponsors for the 1971-72 season. For many years Tetley sponsored Leeds RLFCLeeds Rhinos
Leeds Rhinos is an English professional rugby league football club based in Leeds, West Yorkshire. The club won the 2011 Super League and became the most successful club in the Super League era, beating St Helens 32-16 on 8th October 2011. Formed in 1890, Leeds competes in Europe's Super League...
; they then sponsored their successor Leeds Rhinos
Leeds Rhinos
Leeds Rhinos is an English professional rugby league football club based in Leeds, West Yorkshire. The club won the 2011 Super League and became the most successful club in the Super League era, beating St Helens 32-16 on 8th October 2011. Formed in 1890, Leeds competes in Europe's Super League...
from their formation until 2005. Tetley's also sponsored the Rugby League
Rugby league
Rugby league football, usually called rugby league, is a full contact sport played by two teams of thirteen players on a rectangular grass field. One of the two codes of rugby football, it originated in England in 1895 by a split from Rugby Football Union over paying players...
Super League
Super League
Super League is the top-level professional rugby league football club competition in Europe. As a result of sponsorship from engage Mutual Assurance the competition is currently officially known as the engage Super League. The League features fourteen teams: thirteen from England and one from...
from 2000
Super League V
-Wide to West:St Helens, who finished second in the regular season table, hosted Bradford Bulls for the qualifying play-off in week one of the play-offs. One of Super League's most well known tries was scored in the final seconds of the match. Bradford led the game 11–10 into the final minute when,...
until 2004
Super League IX
-Television:Live Super League IX matches were broadcast in the United Kingdom by Sky Sports in the first year of a new five-year television deal. The contract was signed less than three weeks before the start of the season. The deal, worth £53 million, represented a 15 percent, or £7 million,...
. Tetley's remain a major sponsor at Leeds Rhinos and are the official beer of most Super League clubs. Tetley's also sponsor the stadium of Dewsbury Rams
Dewsbury Rams
Dewsbury Rams RLFC is a professional rugby league club based in the West Yorkshire town of Dewsbury. They are arguably most famous for becoming Champions in 1972-73 after finishing the regular season in 8th place. In the playoffs they beat Featherstone away, Warrington away, and then Leeds in the...
which under a sponsorship deal is known as the Tetley's Stadium
Crown Flatt
Crown Flatt, known as the Tetley's Stadium for sponsorship purposes, is a rugby league stadium on Owl Lane in Dewsbury, West Yorkshire, England. It is the home of Dewsbury rugby league club...
. Tetley's is also involved in Rugby Union
Rugby union
Rugby union, often simply referred to as rugby, is a full contact team sport which originated in England in the early 19th century. One of the two codes of rugby football, it is based on running with the ball in hand...
, although less prominently, and has a contract with England Rugby Player Martin Johnson.
Television advertising
Following a break for a number of years from television advertising, Tetley returned to the screens in October 2010 as part of an 18 month sponsorship deal with ITV4ITV4
ITV4 is a British television station which was launched on 1 November 2005. It is owned by ITV Digital Channels Ltd, a division of ITV plc, and is part of the ITV network. The channel has a male-oriented line-up, including sport, cop shows and US comedies and dramas, as well as classic ITV action...
. This forms a part of the £5 million that Carlsberg intend to invest into the brand over the coming years.
Other forms of advertising
Tetley's make use of billboards for a lot of their advertising, particularly across Leeds. Hoardings at the side of sports pitches are used, and such have often been rented at Elland RoadElland Road
Elland Road is an all-seater football stadium in Beeston, Leeds, West Yorkshire, England. It has been the permanent residence of Leeds United A.F.C...
and the Headingley Carnegie Stadium
Headingley Stadium
Headingley Stadium is a sporting complex in the Leeds suburb of Headingley in West Yorkshire, England. It is the home of Yorkshire County Cricket Club, rugby league team Leeds Rhinos and rugby union team Leeds Carnegie ....
(both on the Leeds Rhinos
Leeds Rhinos
Leeds Rhinos is an English professional rugby league football club based in Leeds, West Yorkshire. The club won the 2011 Super League and became the most successful club in the Super League era, beating St Helens 32-16 on 8th October 2011. Formed in 1890, Leeds competes in Europe's Super League...
side and the Yorkshire County Cricket Club
Yorkshire County Cricket Club
Yorkshire County Cricket Club represents the historic county of Yorkshire as one of the 18 major county clubs which make up the English and Welsh domestic cricket structure....
side. Tetley's also advertise in the matchday programmes of Leeds United
Leeds United A.F.C.
Leeds United Association Football Club are an English professional association football club based in Beeston, Leeds, West Yorkshire, who play in the Football League Championship, the second tier of the English football league system...
, Leeds Rhinos
Leeds Rhinos
Leeds Rhinos is an English professional rugby league football club based in Leeds, West Yorkshire. The club won the 2011 Super League and became the most successful club in the Super League era, beating St Helens 32-16 on 8th October 2011. Formed in 1890, Leeds competes in Europe's Super League...
, Leeds Carnegie and Yorkshire County Cricket Club
Yorkshire County Cricket Club
Yorkshire County Cricket Club represents the historic county of Yorkshire as one of the 18 major county clubs which make up the English and Welsh domestic cricket structure....
. It is unclear whether this will continue, should the brand relocate to Northampton.
Closure
On 5 November 2008, Carlsberg UK announced they intended to close the plant in 2011, moving production to NorthamptonNorthampton
Northampton is a large market town and local government district in the East Midlands region of England. Situated about north-west of London and around south-east of Birmingham, Northampton lies on the River Nene and is the county town of Northamptonshire. The demonym of Northampton is...
, owing to the falling demand for beer and lager products in the UK. The move was first reported on BBC Radio Leeds
BBC Radio Leeds
BBC Radio Leeds is the BBC Local Radio service for the English metropolitan county of West Yorkshire.- Frequencies :It broadcasts from its studios at St...
. The company was criticised for choosing to announce the closure the day after Barack Obama
Barack Obama
Barack Hussein Obama II is the 44th and current President of the United States. He is the first African American to hold the office. Obama previously served as a United States Senator from Illinois, from January 2005 until he resigned following his victory in the 2008 presidential election.Born in...
was elected US president to ensure the news would not get any significant coverage in the British national press, leaving only Look North the Yorkshire Evening Post
Yorkshire Evening Post
The Yorkshire Evening Post is a daily evening publication published by Yorkshire Post Newspapers Ltd in Leeds, West Yorkshire, England...
, Calendar
Calendar (News)
Calendar is a regional television news and current affairs programme, produced by ITV Yorkshire at its studios in Leeds, serving Yorkshire, Lincolnshire and parts of the North Midlands and North West Norfolk...
and BBC Radio Leeds
BBC Radio Leeds
BBC Radio Leeds is the BBC Local Radio service for the English metropolitan county of West Yorkshire.- Frequencies :It broadcasts from its studios at St...
to cover it locally.
See also
- Carlsberg Group
- Economy of LeedsEconomy of LeedsThe economy of Leeds is diverse, with the service sector now dominating over the traditional manufacturing industries. It is the location of one of the largest financial centres in the United Kingdom outside London. New tertiary industries such as retail, call centres, offices and media have...
- List of companies based in Leeds
- Yorkshire cuisine
External links
- Official Tetley's Smoothflow page
- Official Tetley's Original page
- http://www.l33ds.com/wiki/index.php/Tetley%27s_Brewery