Media Release: National competition aims to brew-up talent

DEUCHARS IPA is encouraging up-and-coming performers across the country to share their talent with the chance of performing live at an Edinburgh venue.

The inaugural ‘Deuchars Beermat Fringe’ aims to give both professional and amateur acts the opportunity to be part of the world’s biggest arts festival and to take part in this unique online competition, believed to be the first of its kind for the Fringe.

The Edinburgh Festival Fringe official sponsorship partner, and beer of the Fringe, Deuchars IPA has also teamed up with acclaimed author, Ian Rankin, to judge and present the top act with the ‘Deuchar’ award at the Brewery on 7th August 2013.

Entrants aged 25 or over will be asked to submit a short video via Deuchars IPA’s dedicated Facebook site ( of their performance, which could be a poem, sketch, routine or any other act that includes the line ‘ You’re Due a Deuchars’.

The competition will be advertised on beermats within selected pubs that stock Deuchars IPA, which is brewed by Caledonian Brewery, as well via social media.

Stephen Crawley, managing director of Caledonian Brewery, said:

“We’re really excited about the Deuchars Beermat Fringe. It’s the first time something like this has run alongside the Fringe and is a great way for anyone who has a talent they want to shout about to be a part of the biggest, most exciting arts festival around.

“This is our fourth year of supporting the Fringe and we see the partnership as ‘the greatest double act’ as there’s an obvious connection between us – Edinburgh. We’re proud of our associations with the city and both organisations value their balance of history and modernity.

“So, whether you’re a professional, or simply someone who has a flair to share that will make us smile, laugh or cry, we want to hear about it.

“Having one of the best writers in the country be a part of the judging panel is brilliant. I’m personally a huge fan of Rebus in particular, and it obviously makes it even better that Inspector Rebus’ favourite pint is our very own Deuchars IPA.

“We’re looking forward to seeing what the public have to offer – good luck to all entrants.”

Deuchars IPA will be available in cask in Edinburgh’s quality pubs and some venues during the 2013 – 2015 events, which will attract millions of sightseers from all corners of the globe. The beer will also be available in bottles and cans in major supermarkets, and will have a strong presence in the capital through the Deuchars IPA branded signage in over 250 venues, during August.

A combination of taste and refreshment, Deuchars IPA is delicious and slightly citrus, without being too bitter. Brewed by hand in Caledonian Brewery’s original Victorian brewhouse, the malt infusion and hop flowers are combined in Britain’s last remaining direct-fired open coppers, resulting in a beautifully, balanced flavour.

Kath M Mainland, chief executive of the Edinburgh Festival Fringe Society, said:

“The 2013 Edinburgh Festival Fringe is the biggest yet. Thousands of performers will visit the city this August, as well as audience members from across the world. The Edinburgh Festival Fringe Society will be here to support them all and help them to enjoy every second of the festival.

“The Edinburgh Festival Fringe has something for everyone. We are proud to continue our partnership with Deuchars IPA and incredibly grateful for their continued sponsorship.”


Issued on behalf of Deuchars IPA by threebrand.


Gillian Hamilton at threebrand on 0131 454 2030 /


Lisa Addie at threebrand on 0131 454 2030 /

Notes to editor:

  • Competition T&Cs can be found at
  • Deuchars IPA is a fantastic combination of taste and refreshment – delicious and slightly fruity without being too bitter
  • In a 2013 regional pole – 30 Days of IPA – Deuchars was voted no 1 IPA for the second year running
  • Winner of multi awards, Deuchars IPA was named CAMRA’s Supreme Champion Beer of Britain in 2002 and Best Cask Ale at the Brewing Industry International Awards in 2005
  • Deuchars IPA (India Pale Ale) was first brewed in 1991 by Caledonian Brewery on Slateford Road, which was built in 1869, when Edinburgh was one of the foremost brewing centres in the world. This was due to the abundant supply of barley and mineral rich water from Edinburgh’s ‘Charmed Circle’ of brewery wells
  • Caledonian Brewery is the only survivor of over 40 breweries that operated in Edinburgh during the 19th century (although a number of independent breweries have opened in the surrounding area in recent years)
  • Caledonian Brewery’s nominated charity is Royal Blind
  • Caledonian Brewery has been the Edinburgh Festival Fringe official sponsorship partner since 2010 and recently signed a three-year deal until 2015.

MEDIA RELEASE posted by threebrand PR. You too can post media releases (aka press releases) on this site. For more information, email here.

Contact: Gillian Hamilton