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Castle Rock Rebrands Top-Selling Beer

News: January 2018

Nottingham’s Castle Rock Brewery has responded to the national debate about sexism in the brewing industry by rebranding its second biggest-selling beer, Elsie Mo.

The new pumpclip and label design celebrates the women pilots of the Second World War and replaces a provocative wartime pin-up image used previously.

The name Elsie Mo, however, is not related to any real person. It is derived from the initial letters of Low Colour Maris Otter, the type of malt used in this golden ale.

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