Master of Wine and wine director of Hatch Mansfield Behind this safe and somewhat boring package lies a safe and somewhat boring beer. It is well made and a most enjoyable drink, gently hoppy but not too bitter or gassy. It is aimed at the traditional (male) ale drinker and it will meet with approval once tasted, but I worry about how Jennings will attract these new drinkers. There is no point of difference other than the tradition associated with the brewery itself. I think this will struggle to win greater distribution without a clearer marketing strategy. It is, after all, a very competitive sector and retailers do not have elastic shelves. Might struggle. Rating out of 25 ­ 15 Gary McCall Managing director of Poulter Partners If consumers are scouring the shelves for authentic looking English ale, Cumberland ticks all the boxes. Everything, from the Jennings name to the embossed brown bottle, signals tradition. The labelling is simply executed with clever use of green and black backgrounds bringing the gold and white branding to the fore. This is a great example of trying not to communicate too much. However, in this competitive sector a distinctive heritage or provenance does make brands more attractive to the connoisseur. The packaging may be sufficient to gain initial trial. Rating out of 25 ­ 16 Carol Du Cann Senior buyer (beers, wines and spirits) at Alldays It has a traditional label that tells you what you need to know, but it looks boring. The brew itself is a clear, golden colour. It has an aromatic nose and a pronounced hoppy flavour. I would not drink this myself because it is too bitter, but clearly this is a quality beer. It is full bodied and flavoured, without being heavy. It is a good beer, not the most exciting presentation ­ with the right support it should do well. However, this is a very competitive sector. On the shelf all these beers tend to look the same and I don’t see what this beer has done to tempt consumers who are outside its core customer base. Rating out of 25 ­ 16 Total score out of 100 ­ 66 {{DRINKS }}

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