Brewery rebrand bins ‘outdated’ ale names in bid to attract younger drinkers

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A BREWERY has binned traditional beer names like “bitter” and “mild” in an attempt to attract younger drinkers.

Bosses at Wye Valley believe the new generation of pub-goers are put off by “outdated” terms and will order something else.

Bosses at Wye Valley believe younger drinkers are put off by ‘outdated’ ale names

The move was announced at the relaunch of Wye Valley Bitter, which the Herefordshire beer-maker has given a trendy new name — Pyoneer.