A wave of nostalgia has swept across the UK as Double Diamond beer, one of the nation’s most iconic brews from the 20th century, makes its much-anticipated return to supermarket shelves. Once a staple in pubs and households, Double Diamond was a defining feature of British social life, especially throughout the 1950s, 60s, and 70s. After being discontinued in 2003—a move that saddened countless fans—the beer is now back, sparking excitement among both longtime enthusiasts and a new generation of drinkers.
From Burton upon Trent to Modern Supermarkets
Double Diamond’s journey began in 1876 when Samuel Allsopp & Sons first brewed this pale ale at their legendary Burton upon Trent brewery. The beer quickly established itself as a national favourite, thanks to its vibrant taste and clever branding. The distinctive red and orange double diamond logo became as recognisable as its catchy advertising slogans—most famously, “A Double Diamond works wonders!”.
In its heyday, the beer was not only a best-seller across pubs but also illuminated Piccadilly Circus and was widely advertised on television. During the 1970s, Double Diamond reached an impressive annual sales peak of over 50 million pints, making it a cornerstone of British pub culture. Its reign continued for decades, and it is even rumoured to have been a favourite of Prince Philip, who supposedly enjoyed a small bottle each evening.
Why Did Double Diamond Disappear?
Despite its golden era, the tide began to turn for Double Diamond in the late 1980s and 90s. Changing drinking trends saw a dramatic rise in the popularity of lagers and craft beers, pushing many classic ales out of the limelight. Increased competition from both domestic and imported brands led to a gradual decline in demand for the once-ubiquitous Double Diamond. Eventually, Carlsberg UK, which had acquired the brand, discontinued off-trade sales in 2003, although keg versions lingered on in limited capacity.
For over two decades, Double Diamond became something of a legend, remembered fondly by those who enjoyed its unique taste and the social moments it inspired. Its absence only fuelled the mystique and demand for a possible comeback.
The Recipe for Revival
In 2025, following years of persistent requests from British drinkers and pub-goers clamouring for its return, Allsopp’s announced the revival of Double Diamond—this time with a contemporary twist. The new version is brewed in collaboration with Kirkstall Brewery in Leeds and stays true to the essence of the original while embracing the styles preferred by modern palates. It is crafted as a 3.8% ABV pale ale, using a blend of Citra, Columbus, and Mosaic hops. This combination delivers a sessionable, easy-drinking character that appeals to both nostalgic fans and those discovering the beer for the first time.
The relaunch enters a market now bustling with craft options, so subtle updates were necessary. Yet, much care has been taken to honour the traditional flavour profile that made Double Diamond a nationwide favourite.
Where to Find It
As of summer 2025, Double Diamond is readily available in major UK supermarkets, including Tesco. Shoppers can pick up a four-pack of 440ml cans for £5.75, making it accessible for both everyday enjoyment and special occasions. In addition to supermarkets, the beer is rolling out to select pubs, with notable appearances in classic venues such as The Princess Royal in Notting Hill and The Blue Stoops in Kensington, where the beer’s heritage is celebrated in the most traditional of settings.
Jamie Allsopp, overseeing the relaunch, described Double Diamond as the “A-list star” of the brewery’s portfolio, emphasising that it appeals to those with fond memories as well as newcomers looking for a “bloody wonderful” pint. The beer is also gluten-free and vegan-friendly, reflecting the modern drinker’s preferences and dietary needs.
Nostalgia Meets a New Generation
There’s palpable excitement surrounding the return of Double Diamond. Social media buzzes with anecdotes from devotees recalling their first pint and the memories made with family and friends. Pubs report high demand from those keen to take a trip down memory lane, while curious younger consumers are eager to discover why this beer held such legendary status.
Drinkers praise the revived Double Diamond for its “stunning” flavour—smooth, lightly hoppy, and perfectly balanced for session drinking. Fan comments highlight its role in British culture, evoking memories of watching football matches with grandfathers or sharing stories at the local.
Industry Perspective and Market Impact
The comeback of Double Diamond isn’t just about nostalgia. It’s also a strategic response to the evolving UK beer scene. The popularity of craft and session ales has surged, but many consumers have shown a renewed appetite for familiar, classic flavours executed well. Allsopp’s has smartly positioned Double Diamond to capture this market, blending heritage with a world of choice.
With beer sales in the UK exceeding £11 billion annually, established brands like Double Diamond provide reassurance and comfort for buyers facing an ever-expanding range of options. The relaunch signals a broader trend of heritage brands making comebacks to tap into the public’s desire for both authenticity and innovation.
