28.04.05
The Eden Project and Sharp's Brewery Launch Eden Pure Ale

The Eden Project and Sharp's Brewery are launching Eden Pure Ale, forging the first partnership of its kind for both companies. The co-venture sees Eden take a big step into the wider commercial world and gives Sharp's a world-famous brand name to spearhead its own market expansion.

With the combination of Eden's international standing and Sharp's expertise, distribution network and growing markets, the collaboration will take a drop of Cornwall to bars, restaurants and supermarkets across Britain. Nick Baker, Managing Director of Sharp's Brewery said: "The official endorsement of Eden Pure Ale marks a significant step for Sharp's Brewery and the Eden Project. Through working together we have been able to maximise both our brand values and utilise resources for mutual benefit. The sustainability of the Cornish economy relies on outward investment and extending customer reach. Therefore companies can often achieve better results through co-operation than by going it alone."

Gaynor Coley, Eden's Development Director said: "Eden Pure Ale is an exciting initiative, which breaks new ground and will provide income for the charitable trust behind the project." She said: "What a great combination – a beer brewed in Cornwall and the science foundation of the Eden Project. This is the first official partnership where the well-established Eden Project brand will be used to help another company's product beyond Eden itself. The collaboration enables us to work hand-in-hand with a neighbouring company to bring the best of Cornwall to national markets."

Recent research showed that the Eden Project has injected around half a billion pounds worth of business back into Cornwall and the wider South West region. The Millennium Commission Lottery-funded Eden Project is seen as an exemplar in sharing the economic benefits it has generated rather than just keeping the benefits for itself.

"Our link-up with Sharp's builds on the economic impact of Eden," said Gaynor Coley. "We feel it provides a model of best practice and provides an opportunity for us to get our core messages to a wider market. Eden is all about conveying the stories behind plants and the vital relationship we have with them and Eden Pure Ale hits the spot in helping us tell those stories." She added: "This is a first step into the commercial world with a product enhanced with Eden Project values. We expect further opportunities for similar collaborations to flow from this."

The partnership has seen Sharp's comply with Eden's strict triple bottom line assessment, which measures waste management, recycling, and ethical work practice as well as the quality of the beer. The independent environmental assessment found that Sharp's Brewery had a high water to beer output ratio, meaning little water is wasted at the brewery. Heat recovery rates were also excellent, as warmth generated by the fermenting yeast is recycled for hot water.

Stuart Howe, head brewer at Sharp's Brewery said: "It's great to see that the common sense approach taken by the brewery has been supported by Eden's environmental impact audit and that it's having a positive effect." Eden Pure Ale is made from simple and natural ingredients malt, yeast, water, hops and is totally free of additives, such as flavour concentrates and sugar. Using the whole hop flower for flavour and where possible sourcing the malted barley from Cornwall. The result is a full strength, uniquely flavoured beer produced locally. Stuart added: "The aroma of Eden Pure Ale is dominated largely by hops and complimented by a light fruit fragrance. When tasted, the hops are the centrepiece with hint of malty sweeteners. The finish is dry and hoppy, stimulating and refreshing the palate."

For further information contact David Rowe, Eden Project Head of Press and Public Relations on 01726 811901 or email: drowe@edenproject.com.

The Objective One Programme for Cornwall and the Isles of Scilly has invested over £16 million in the Eden Project through the European Regional Development Fund (ERDF) and European Agricultural Guidance and Guarantee Fund (EAGGF).

Editor's notes:

More about Sharp's Brewery and the Eden Project

Currently celebrating its 10th birthday, Sharp's Brewery based in Rock, Cornwall, has experienced year-on-year growth since its creation by Bill Sharp in 1994. The brewery has now developed into one of the UK's most successful and dynamic regional breweries.

With an annual turnover of £5 million, this award-winning brewery is arguably the biggest producer of real ale in the South West of England. Its flagship brand, Doom Bar Bitter, is sold in around 750 directly supplied pubs, clubs and restaurants alongside Sharp's other famous brands such as Cornish Coaster.

Before the Eden Project fully opened, Sharp's launched a new product, Eden Ale, as a celebration of what has proved to be one of Britain's most popular destinations.

Eden has attracted nearly seven million visitors since then and the beer which carries its name has proved a great success, second only to Doom Bar as the brewery's best seller.

Until now there has been no official Eden branding on the product, although people could be forgiven for thinking that Eden itself had produced the drink.

The fact that the beer was already on sale and very well established made it easier for the Eden and Sharp's link-up to take place.

www.sharpsbrewery.co.uk

Eden Project Limited is owned by the Eden Trust, which is a fully registered UK Charity (No. 1093070)

The Millennium Commission Lottery grant contributed £55.4 million to the £133.6 million cost of the Eden Project

Big Build 2 is also supported by funding investments of £12.9 million from Europe, under the Objective One programme and £9.65 million from the South West Regional Development Agency

Immediate information may be obtained from our website:

www.edenproject.com

For further information, please contact:

David Rowe - Head of Press and Public Relations
Direct Line: 01726 811901
Email: drowe@edenproject.com

Rupert Warwick - Skyfield Communications
Direct line - 01726 810050
Email: rupert@skyfieldcomms.co.uk

Clare Morgan
Media Relations Manager
Objective One Partnership Office
Castle House
Pydar Street
Truro TR1 2UD
Mobile: 07973 813647
Telephone: 01872 223439

cmorgan@cornwall.gov.uk

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