A Pint of History, A Taste of the Future: Pyoneer Marks a New Era for Wye Valley Brewery

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A Pint of History, A Taste of the Future: Pyoneer Marks a New Era for Wye Valley Brewery 

Ludlow, UK – 02/04/2025 – Wye Valley Brewery has officially unveiled the rebrand of its very first and most iconic beer, Wye Valley Bitter, as part of its 40th anniversary celebrations. The beer that launched the brewery four decades ago now carries a bold new name: Pyoneer. 

The announcement was made at Ludlow Races, where the Wye Valley Brewery team gathered with customers, publicans, and supporters past and present to toast the next chapter in the brewery’s journey. The rebrand honours the beer’s long-standing legacy while setting the tone for the future. 

The new name, Pyoneer, is a carefully chosen blend of “pioneer”—reflecting the brewery’s forward-thinking, independent spirit—and Canon Pyon, the Herefordshire village where Wye Valley Brewery was originally founded in 1985. It’s a name that captures both the brewery’s heritage and its future ambitions. 

“We wanted a name that honoured our roots but also looked forward,” said Vernon Amor, MD of Wye Valley Brewery. “Pyoneer is exactly that—this was the beer that launched Wye Valley Brewery, and it’s still as loved today as it was 40 years ago. The name gives a nod to Canon Pyon, where it all began, and to the pioneering values that continue to shape our brewery today.” 

While the name and branding have evolved, the award-winning taste remains unchanged. Pyoneer delivers the same balanced, full-bodied character that has made it a favourite across generations—crafted with care using the finest local ingredients. 

The rebrand is just one of many vibrant moments planned to mark Wye Valley Brewery’s 40th anniversary. Throughout the year, the brewery will be celebrating, reconnecting, and raising a glass with the people who’ve supported its journey—from loyal drinkers to long-standing publicans. A series of events, special gatherings, and behind-the-scenes stories will shine a light on the characters, milestones, and memories that have shaped four decades of brewing. It’s a year to honour the past, celebrate the present, and toast to the future of one of Britain’s most respected independent breweries. 

“The decision to rebrand was driven by evolving tastes and terminology within the beer-drinking community. Terms such as “bitter” and “mild” are seen as outdated and off-putting to younger drinkers, which is why we took a bold step in renaming this classic ale. We want more pub-goers to choose to try this fantastic beer and not overlook it on the bar. We also want to support pub licensees in offering an excellent session ale” explained Abbie Gadd, Head of Sales and Marketing.

While the ingredients and brewing method remain unchanged, the ABV has been slightly reduced from 3.7% to 3.4% , making this amber ale a true session pint.  Which was evidenced at Wye Valley Brewery’s annual Race Day at Ludlow Racecourse yesterday, when over 1,900 pints of Pyoneer were enjoyed by revellers.

The rebrand has also received positive feedback from pubs who have already made the switch from Wye Valley Bitter to Pyoneer, which bodes well for Pyoneer reaching new drinkers and broadening its appeal, while remaining true to what made Wye Valley Bitter a local favourite.

As Wye Valley Brewery looks to the future, Pyoneer stands as a fitting symbol of the company’s journey—rooted in tradition, driven by innovation. 

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Editors notes

Founded in 1985 in Herefordshire, England, Wye Valley Brewery has grown from a small family operation into one of Britain's leading independent breweries. With a dedication to local sourcing, sustainability, and community support, the brewery crafts a variety of beers celebrated for their quality and environmental friendliness. Key products include the beloved Butty Bach and the innovative HPA, showcasing the best of traditional and modern brewing techniques. Their commitment extends beyond beer, embracing green initiatives and contributing significantly to local charities, all while maintaining a strong family ethos. We are a third generation family business.