Stones Bitter facts for kids
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| Type | Beer |
|---|---|
| Manufacturer | Molson Coors |
| Distributor | Molson Coors |
| Country of origin | Sheffield, England |
| Introduced | 1948 |
| Alcohol by volume | 3.7% |
| Colour | straw/golden |
Stones Bitter is a type of beer made in the United Kingdom. It is produced and sold by a company called Molson Coors. This beer is known as a "bitter" because of its slightly strong, hoppy taste. It also has a light, straw-golden color.
Stones Bitter was first made in 1948 by a company called William Stones Ltd. It was brewed at the Cannon Brewery in Sheffield, England. The beer was created especially for the local steelworkers. It quickly became very popular in Sheffield and was one of the city's most famous products.
In 1968, a big brewing company called Bass Charrington bought William Stones. They started selling a version of Stones Bitter in kegs all over the country. This keg version eventually became the best-selling bitter in the UK! However, this meant the traditional, unfiltered version of the beer was less promoted. In the 1990s, the amount of alcohol in Stones Bitter was slowly reduced. As sales of this type of beer went down, Stones became a regional brand again, mostly sold in its home area. After the Cannon Brewery closed, Stones Bitter was brewed at different places. When Bass stopped making beer, Stones became part of the Coors family, which is now Molson Coors.
Stones Bitter was advertised a lot on TV in the 1980s. These ads starred actors Michael Angelis and Tony Barton. The advertising campaign became the longest-running for a bitter beer in the UK. Stones also sponsored the Rugby Football League Championship and later the Rugby Super League throughout the 1980s and 1990s.
Contents
The Story of Stones Bitter
How Stones Bitter Began
The first Stones Bitter was made in 1948 by a head brewer named Edward "Ted" Collins. He created it at the Cannon Brewery in Sheffield. The beer was made for the steelworkers in the Lower Don Valley area of Sheffield. At that time, working-class people were starting to prefer bitter beers over a darker style called dark mild.
Stones Bitter was quite special because of its light, straw color. Most beers then were darker. This unique color helped it become an instant hit. By the 1960s, it was incredibly popular in Sheffield. It made up 80 percent of all the sales for William Stones brewery. People in Sheffield loved Stones so much that it was described as "more of a religion than a beer."
Growing Across the UK
Starting in 1979, the keg version of Stones Bitter was heavily promoted across the country. This was the first time the beer was sold in the South of England. At first, the beer was made at the Cannon Brewery. Then, it was sent to another Bass brewery in Sheffield to be prepared for kegs. But soon, so many people wanted Stones Bitter that other Bass breweries also started making it.
By 1981, Stones Bitter became the top-selling beer for Bass Breweries. It even sold more than Worthington E. In 1989, Stones was the ninth most popular beer in the whole United Kingdom. It made up two percent of all beer sales! The Cannon Brewery was paying a lot of money in taxes because of how much beer they were making. In 1991, the traditional "cask conditioned" Stones beer won a silver medal in a big competition called the CAMRA Champion Beer of Britain.
By 1992, Stones was the best-selling bitter in the UK. It was selling a million barrels a year! Bass described it as "a tremendously important brand." However, that same year, Bass faced criticism for reducing the alcohol content of Stones. It went from 4.1 percent to 3.9 percent. This was done to lower the amount of tax they had to pay on the beer. In 1994, the current packaging was introduced. It features Vulcan, the Roman god of fire and blacksmiths. This design was a nod to Sheffield's industrial history.
Changes and Return
In 1997, the Yorkshire Post newspaper called Stones Bitter "one of Sheffield's most famous exports." They said its name carried as much pride as the "Made in Sheffield" stamp. However, in 1997, Bass decided to focus more on promoting another beer called Worthington. Stones' alcohol content was lowered again in 1998, first to 3.8 percent and then to 3.7 percent. This change was not popular with some drinkers.
After the Cannon Brewery closed in 1999, canned Stones Bitter has been brewed in Burton upon Trent. The keg version is made in Tadcaster. The traditional cask conditioned version was brewed by different smaller breweries for a while. In 2006, its alcohol content was brought back to 4.1 percent. Coors said it would taste "like Stones used to taste." However, this version was stopped in 2011.
In 2012, Stones Bitter was still one of the top twenty best-selling beers in the UK. It sold over 100,000 hectolitres (a large amount of liquid) each year. The traditional cask conditioned Stones Bitter made a comeback in 2021. It is now brewed by a Sheffield company called TrueNorth.
What Stones Bitter Tastes Like
The recipes for Stones Bitter are a bit different depending on how it's sold. There's a recipe for the beer sold in kegs and cans, and another for the traditional "cask conditioned" version.
Keg and Canned Stones
The Stones Bitter found in kegs and cans uses a mix of hops from America and Europe. Hops are plants that give beer its flavor. The American hops used are Columbus and Zeus. The European hops are Magnum and Admiral. The barley used is a type called Pearl.
This version of Stones Bitter is described as having a "fragrant grapefruit-citrus hop aroma." This means it smells like grapefruit and citrus fruits. It also has a slightly "sulphury" smell, but with a fruity taste. The special balance of salts in the beer makes sure the bitterness is not too dry.
Cask Conditioned Stones
The traditional cask conditioned Stones Bitter used a hop called Challenger. It was also "dry hopped" with English Goldings. Dry hopping means adding hops later in the brewing process for more aroma.
This version was said to smell like hops, sulphur, and grapefruit. It had a salty, zesty taste that made you want to drink more.
How Stones Bitter Was Advertised
TV Commercials
A big TV advertising campaign for Stones Bitter ran from 1983 to 1991. The famous slogan was: "(Wherever you may wander) there's no taste like Stones." This catchy phrase was created by a writer named Peter Whelan.
The commercials first starred Bernard Hill and Tony Barton. Later, Michael Angelis took Bernard Hill's place from 1984 onwards. The ads showed characters named Jeff and Dave getting into funny situations in different countries. By 1987, this campaign became the longest-running TV advertisement for a bitter beer in the UK.
From 1993, Stones was only advertised in the north of England. A campaign from 1994-1996 was called "Sheffield Gold." These ads were set in a steel factory. This was a way to honor Sheffield's history as a steel-making city. However, the ads were actually filmed in the Czech Republic. This was because Sheffield's real factories were too clean and modern for the rough, industrial look they wanted! A spokesperson for Bass explained, "We wanted sparks and goggles." This was the last big marketing push for Stones. Today, the only marketing for the brand is giving out Stones-branded glasses and bar items to places that sell the beer regularly.
Sports Sponsorships
Stones Bitter sponsored the Rugby Football League Championship from 1986 to 1995. Then, it sponsored the Rugby Super League from 1996 to 1997. Poster ads in 1986-1988 supported this sponsorship with the slogan "Stones, sheer poetry."
In 1995 and 1996, Stones also sponsored two horse racing events: the Doncaster Handicap and the Park Hill Stakes. Stones Bitter also sponsors the Sheffield Steelers, a local ice hockey team. Their logo can be seen on the bottom of the team's jerseys.
