Brewing up for big relaunch

A Shropshire retailer is certainly perking the tastebuds of its customers with its own specially formulated county brew.

Shropshire brew has proved so popular with customers of Aroma Tea and Coffee Merchants in Shrewsbury that bosses are officially launching the tea with new packaging in the county's colours at a massive food and drink show in Birmingham.

Shop assistant Mandy Johnson said the tea was especially formulated for Shropshire water and was carefully blended for good full strength to match Shropshire's industrial heritage with a delightful bouquet.

The Shropshire Star decided to test these claims and see if customers could taste the difference between Shropshire Brew and a normal brew.

Barbara and Cliff Cox, of Leamore, Walsall, are regular visitors to Shrewsbury and after tasting the tea said they would definitely be coming back to Aroma to stock up on the brew. "You can definitely taste the difference. Shropshire Brew has a nicer taste and isn't so heavy and is not too strong," Mrs Cox said.

Joyce and Fred Bayley, of Bloxwich, Walsall, were so impressed with the tea that they bought two boxes of Shropshire Brew.

Mr Bayley said: "You can tell it's not made with your average tea bag. It's a lovely taste and much lighter than normal tea."

Mrs Bayley added: "We are both very much tea drinkers and will drink at least two or three cups of Shropshire Brew a day."

Deric Pearse, of Alberbury, Shrewsbury, treated himself to a box of Shropshire Brew after tasting it. "It gives out a much clearer flavour. It doesn't look that strong but it comes over as a nice tea taste," he said

Andy Turner, manager of Aroma, said he hoped the new packaging would make it stand out more to customers.

He added: "We have been selling the tea for about 10 years but because it has always been sold in the same boxes as the standard tea bags, people have not realised how special it is. Now we are re-launching the tea packaging in Shropshire blue and gold."

Visitors to the EXPO 2002 Food and Drink Trade show will get an exclusive look and taste of the revamped Shropshire Brew at the NEC, Birmingham, from March 17 to 20.