The long anticipated re launch of Joule’s Pale Ale has finally arrived after a wait of almost 4 decades.
The new Joule’s Brewery was completed in July of this year, 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.
Adam Goodall (Head Brewer) said: “since July we have been installing the final pieces of plant and testing every element. It takes time to get to know any brewery however the new one is beginning to run really smoothly. I worked for 13 years at Marston’s which is large atmospheric and statusful, this little plant is very different, it has a gentle hum, it exudes confidence and I already love it.”
Anthony Heeley (Last Joule’s Brewer): “I have really enjoyed helping Adam and the team here. They are really lucky to have such great water, most brewers have to add treatments to the liquor but here the liquor has been used straight, as we did in Stone. It gives the beer a fresh, crisp flavour I remember well, it’s a crisp, pale ale with notes of bitterness making it moreish, that was always the Joule’s secret.”
Adam: “Having Tony here has been essential, the recipe is only part of the story, I needed the extra knowledge to know the specific collection gravities and a few key secrets which give the brew the balance we are after. Tony is right it’s the Shropshire water and its purity which is the key.”
Joule’s Brewery sits in the heart of old Market Drayton behind the ancient Red Lion Inn above the town’s aquifer, a natural mineral water source. The brewery draws through the red sandstone and Bunter pebble beds from 80 metres below. The purity of the water is due to this unique geology as documented at the Geological Society and is very similar to the water at the original brewery. In Market Drayton the water was once bottled for British Airways amongst others. The town has always been a brewing town, but latterly without a brewery… the last brewery closed in 1967.
Steve Nuttall (Managing Director):
“Today marks the completion of a long journey. 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.
We really wanted to brew in Market Drayton, it’s an ancient market town and a Joule’s town, in 1974 nearly half the pubs in the town were Joule’s pubs. We knew the water was right, soft and impeccably pure, but building a brewery in the middle of a medieval town, in a conservation area, with a height surpassing every building bar the town church, seemed like long odd.”
Joule’s eventually applied for planning permission in 2008 having completed the design, and both town & county council were instrumental in making the project happen. Philip Belchere, Shropshire’s Conservation & Design Team Leader was critically influential by encouraging the project.
Steve said: “Philip’s expertise was critical for us, he worked with us to create a stunning design which would enhance the skyline and the townscape. The brewery is like no other new brewery in the country; it has a unique design, a 70 foot high milling tower, solid oak windows the largest reaching a height of 12 metres through which you can see the brew house, an oak face, cut Grinshill stone carved by a local craftsman, a clay tiled roof and a courtyard of Staffordshire blue cobbles. It’s a marriage of design and practicality and a brewery which is truly designed to be experienced along with the beer. I am delighted with the building, very expensive to build but I hope it will be a real asset to the town and part of the exciting changes afoot in Market Drayton.”
Roy Payne, Chair of the Town Plan comments:
“Congratulations to all involved, the commitment in creating a new town landmark has been impressive. Market Drayton needs considerable investment & this new landmark destination will help in the regeneration of the Town. Joules brewery has the capacity to become a major Town asset and provide MD with a substantial addition to the Towns unique character. It has started well with the care taken over the design & quality of the new brewery buildings, I am sure we all look forward to tasting the wares I have every confidence that the research & development involved will have been equally impressive ! We all look forward to Joules’ becoming a Jewel in MD’s crown.”
Councillor David Minnery of Shropshire Council Market Drayton West Division comments:
“I am delighted to see that the new brewery is now operating. I am sure that this will bring huge economic benefits to Market Drayton and I warmly congratulate all those who have worked on the project.”
The official opening of the brewery is planned for Sunday December 12th to coincide with the Farmers Market organised by the Market Drayton Chamber of Trade & Commerce. The original Joule’s Brewer Anthony Heeley will mark the completion of the project by handing the original brewing records to the new head brewer Adam Goodall at the Brewery at 3pm.
Steve said:
“We still have a host of finishing to do but we will be distributing the new Joule’s Pale Ale in the next few weeks, and we have every intention that the brewery will be polished from top to bottom in time for our grand opening in December.
As well as the Red Lion Brewery Tap in Market Drayton, the brewery also now owns Joule’s houses in these Shropshire towns and villages, in time all will have received the Joule’s treatment, as appropriate to each house:
Fox & Hounds Cheswardine, Red Lion Bomere Heath, Lord Hill Market Drayton, Old Town Hall Vaults Whitchurch, Castle Wem, White Horse Overton on Dee and the next house to be fully rejuvenated – the Bricklayers Arms in Shrewsbury.