London Pride (beer)
London Pride is the flagship beer of Fuller's Brewery. It is sold both cask-conditioned and bottled. London Pride has been brewed at the Griffin Brewery since 1958. History. London Pride takes its name from a common name for the "Saxifraga × urbium" flower, in use by the nineteenth century. The flower provided shoots of recovery on the bombed sites left by the London Blitz of the early 1940s, and as such held symbolism for Londoners, celebrated in a patriotic song written in 1941 by Noël Coward. Awards. London Pride was named Champion Beer of Britain  in the Best Bitter Class at the CAMRA awards in 1979 and 1995. Characteristics. London Pride is known for its balance of malt and hops, giving rise to a well-rounded flavour. It is brewed with Pale malt, plus Target, Challenger and Northdown hops. In the UK, draught London Pride is brewed to 4.1% ABV (cask and keg), while in bottles and cans it has a strength of 4.7% ABV. Internationally, a keg version is often available at 4.7% ABV. In February 2017, Fuller's launched London Pride Unfiltered - an unfiltered variant of London Pride, which is brewed using the  original recipe, then dry hopped with Target Hops and centrifuged but not filtered or pasteurised. Marketing. The London Pride brand has been promoted with the slogan "Made of London". The brand has a social media presence across Facebook, Twitter and Instagram, with social-first campaigns such as "Tweet At 12", "Empty Pint" and "Drop Of Pride". London Pride sponsors initiatives and events including an annual 10 kilometre walk in aid of Cancer Research UK. Since 2007, it has been the official beer of the London Marathon. London Pride partnered with weatherman Michael Fish to offer Twitter followers a free pint  each time it rained in London in February 2017. The campaign was called #Whenitrainsitpours.