In 1849 the Everards story began when William Everard purchased the Southgate Street Brewery in the heart of Leicester and declared that “No effort should be found wanting in the production and supply of genuine ale of first-rate quality.” Today, one hundred and sixty seven years later the business is still independent and family owned with an exciting new chapter ahead as it enters its sixth generation.
The business has plans to create a new home close to its current site in Leicestershire which will feature a state of the art ale brewery, first-class office facilities, a progressive and cutting edge Café Bar connecting to green fields and an industry leading cycle centre. They have already developed a brand new logistics centre at Optimus Point, close to Glenfield and, pending planning permission on their current site, are hopeful to be on the move in 2017.
In the meantime, they continue to invest in the business and this July are rolling out brand new logos. Everards own over 175 pubs across the East Midlands and over the past couple of years the look of these has evolved to reflect the fact that they are all run as independent businesses by licensees with a passion for delivering the best for their local community. Working with each licensee, the famous Everards green signage is gradually being replaced with signage that best fits the area and the building.
With all this happening, the timing was right for a new Everards logo which reflects their heritage together with an updated look for the next chapter of their story. Founder William is the hero and the new wording is classic and modern, taking inspiration from logos of the past. Chairman Richard Everard explains, “We’re championing our home county and highlighting that we’re ‘Everards of Leicestershire’. We have seen the importance of independence and local and we think our new look reminds people that we are very definitely both.”
The beers have a new look too. Richard continues, “We really believe in our range – the variety and quality are outstanding thanks to the hard work of our brewing team. So the beers themselves aren’t changing but we’re giving them the standout they deserve on the bar.” Everards teamed up with Enderby based agency, Juice, who are just two miles from the brewery. They have an amazing illustrator who with the rest of the team has created a fresh but classic look for the beers. They’re now all individual works of art with strong stories behind them.
The beers feature Leicestershire icons, the Tiger and the Fox. Iconic beer Tiger really highlights the local link having received special permission from the Royal Leicestershire Regiment to use their laurels and scroll to connect the beer to the history behind the name. As well as being great to look at, the new logos also help drinkers decide which beer is for them with the introduction of colour and taste information. Beacon Hill, for example, is badged as an amber ale which is lightly hopped and moreish.
The rebranding process has supported local businesses from Leicester and the Midlands wherever possible. The badges on the handpulls are being crafted in the West Midlands and companies in Leicestershire,
Northamptonshire and Derbyshire have been creating items from drip mats to glassware. You won’t be able to miss the new lorries and vans which will be driving all over the Midlands featuring the bold new Tiger!
The new look will be in Everards pubs this Summer.
About the beers…
A wonderfully moreish beer brewed with British hops and premium Maris Otter malt. Named after the Leicestershire landmark which boasts panoramic views across the county, Beacon Hill is the perfect pint to savour for any occasion.
- Beacon Hill is the second highest point in Leicestershire. Popular for all sorts of outdoor pursuits, the name is taken from its history as a signalling point and over the years the beacon has been lit as a warning or commemoration. It is also home to a distinctive rock formation near the summit known as “The Old Man of Beacon”.
- The Fox is synonymous with Leicestershire as it features on the county’s coat of arms. Now used by many organisations, a silver running fox adorned the tip of a wooden pole that was driven into the ground in front of the pavilion wherever the Leicestershire Gentlemen’s Cricket Club were playing. A small gold running fox also sits on the ribbon holding the High Sheriff of Leicestershire’s badge.
- Beacon Hill tastes perfect with oily fish or charcuterie board.
A refreshing and zesty pint. We looked further afield to Europe to find the perfect hops and malt to create Sunchaser’s subtle flavours. Create your ‘sunchasing’ moment to enjoy this beer.
- The Leicestershire fox is recreating a familiar harvesting scene which reflects the golden straw colour of the beer.
- From the beginning of the 16th century, the Everard family were farmers in Leicestershire for generations until William Everard turned to brewing. Leicestershire itself is a county rich is farming history.
- Sunchaser tastes perfect with white fish, pasta or fruit salad.
The ultimate strong beer with rich and fruity flavours, Old Original is a classic. The very best British hops and premium Maris Otter malt give this a full-bodied taste. Old Original is testament to our fantastic brewing team who continue the passion sparked by William Everard in 1849 at the Southgate Street Brewery in the heart of Leicester.
- The Southgate Street Brewery was opened in 1875 to replace the aging building that William had purchased on the same site. Designed by the founder’s nephew, the brewery was in use until the 1960s when it was demolished as part of the plan to modernise Leicester.
- A Foden steam powered engine is featured on the logo and Everards have always kept a modern dray fleet to ensure that pubs are well stocked with beer.
- Old Original tastes perfect with English mature cheese and hearty stews.
A local favourite, Tiger is perfectly balanced thanks to carefully selected British hops and premium Maris Otter malt. The Tiger is synonymous with Leicestershire after the Royal Leicestershire Regiment were nicknamed ‘The Tigers’ in 1825 following long service in India. It’s also the name of our local rugby club, the Leicester Tigers. This is their Official Beer as it is for many local teams and that’s why our Tiger is roaring!
- Tiger is the Official Beer of the Leicester Tigers Rugby Team, Leicester Riders Basketball Team and Leicester Lions Speedway Team.
- The laurels on the outside of the logo are a “battle honour” given to the Royal Leicestershire Regiment by King George the Third for bravery at the Battle of Princetown in 1777. We are honoured to have received the blessing of the Colonels from the Royal Leicestershire Regiment’s Tiger Association to use this imagery.
- Tiger tastes perfect with red meat, game, Melton Mowbray pork pies.