Diamond Double still working wonders

Vaux Double Maxim enjoys iconic status. And according to Alastair Gilmour it’s going from strength to strength

One of the country’s most historic beers not only continues to perform well, but its ‘big brother’ is sharing its takehome spotlight.

For more than a century, Vaux Double Maxim has been one of the North East of England’s best-loved beers, with such a following that when the brewing operation ceased in 1999, the brand was snapped up by a clutch of former directors and revitalised. Now the Double Maxim Beer Company is absolutely flying.

Last year, Maximus, the newest – and strongest – beer in its portfolio won the annual Tesco Challenge to find a ‘winter’ beer that displays vivid personality and seasonal style. The prize of three-months’ exclusivity in the supermarket giant’s 250 stores from October 2005 helped the bitter-sweet beauty gain a foothold in a fast-developing and extremely competitive market.

The success of Maximus (6.5% ABV) has also enabled the Sunderland-based firm to expand awareness and distribution of its core product, Double Maxim, the stalwart which is older than Newcastle Brown Ale by quarter of a century.

The Double Maxim Beer Company was formed by two former Vaux directors, Doug Trotman (sales and marketing) and Mark Anderson (finance). Jim Murray, Vaux’s richly experienced and highly respected head brewer, also joined as technical director.

They took the Double Maxim brown ale recipe to the Frederic Robinson Brewery in Stockport, Cheshire; both parties liked what they saw, and the combination of regional brewing expertise and marketing nous has sinc.....

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By Alastair Gilmour

Section : Beer Trends

Page number : 60