All Hail The Return Of The King: Double Diamond Is Back.
After a long absence Double Diamond is back in Pubs in Burton Upon Trent and London.
By Tom Drysdale
Originally being brewed by local brewers Samuel Allsops & Sons in 1876, it became extremely popular in the 1900s following the brewer’s merger with the Ind Coope & Co. It’s zenith stretching for over 20 years from the 1950s well into the 1970s.
Sadly in 1996, its production ceased and in 2003 it was discontinued by Carlsberg who owned the brand at the time.
However, in late 2024 it was announced by Allsops that the brand would be making a return! Being sold by pubs in both Burton and London. Returning as a 3.8% pale ale, containing a nod to its famous slogan “It’s back and it works wonders.”
The listed stockists in Burton are The Last Heretic and Beeropolis. However, in our first piece of investigative journalism, a group from the Burton Echo went out to see if we could source some of the iconic brew. Unfortunately, they were out of stock. We have been assured by the owners that it was as a result of its immediate popularity.
Speaking on Instagram, Jens Magnall, sales manager at Allsopps, stated they are working hard and making sure “our DD stockists are well stocked”. Speaking to another publication, Jamie Allsopp said that: “Double Diamond is our A-list star, a beer so popular it was up in lights on Piccadilly Circus, so famous the government considered nationalising it, a beer that worked such wonders it sold 50 million pints a year. Double Diamond, whose recipe was based on our 1822 India Pale Ale, is now back being brewed by Allsopp’s and it means a great deal to me.”
If you want to know when and where, stay up to date with The Last Heretic’s and Beeropolis’ offerings below. After our field work last weekend, I can very much attest to the fact they have a great range of beers on sale, so go check them out!