Award-winning Birmingham-brewed low-alcohol beer available on-board Avanti West Coast

• Sober Brummie, a 0.5% Pale Ale, is available to Avanti West Coast First Class customers
• Brewed by Birmingham Brewing Company, the beer was used in the operator’s “Safety Thirst” campaign last year
• Permanent introduction with rising popularity of lower alcohol beers

An award-winning low-alcohol beer brewed in Birmingham is available to Avanti West Coast’s First Class customers after its successful debut as part of a railway safety campaign.

Sober Brummie, a 0.5% Pale Ale made by The Birmingham Brewing Company, was the beer used in the intercity operator’s hugely successful safety campaign “Safety Thirst”, which centred on promoting safe travel over the festive period last December.

Given the success of “Safety Thirst” with customers and the rising popularity of low or non-alcohol beers within the drinks market, Avanti West Coast has made Sober Brummie a permanent feature on its First Class menu.

The introduction, which is part of the operator’s autumn menu change, builds on the rail company’s long-standing relationship with Birmingham Brewing Company. The brewer saw a 50% increase in web sales across all its beers during the “Safety First” campaign.

Avanti West Coast is also currently reviewing options for stocking a different low-alcohol beer in its on-board shop.

Birmingham Brewing Company has been brewing Sober Brummie for over 5 years, with the popular ale winning Non Alcoholic Beer of the Year at the London Beer Competition in 2023 and was awarded National Gold at the Society for Independent Brewers and Associations (SIBA) Beer Awards in 2022.

Kathryn O’Brien, Customer Experience Director at Avanti West Coast, said: “It is great to partner with Birmingham Brewing Company, and welcome their prize-winning low-alcohol beer on-board once again – this time in its original Sober Brummie branding.

“Our food and drink suppliers from across the Avanti West Coast network play a very important role in us delivering the best experience we can for our First Class customers with high quality, locally-sourced products.”

Andy Milford, Sales and Brand Manager at Birmingham Brewing Company, said: “We are delighted to be working with Avanti West Coast again after the huge success of the “Safety Thirst” campaign.

“It’s great to see Avanti West Coast bringing on board our Sober Brummie for their low-alcohol beer option in First Class. Each year we are brewing more and more Sober Brummie, and this is down to people adjusting their drinking as well as seeking out our award-winning beer.” 

ENDS