BEAMISH & Crawford's foray into the ale market with its Beamish Red Irish Ale, which was launched earlier this week, is by no means its first. The Cork brewery, although better known for brewing stout, brewed "red beer" from the 1850s to the 1920s, according to Jim D'arcy, the company's head brewer.

Beamish & Crawford, through its parent company Scottish & Newcastle, is also capitalising on the popularity of Irish theme pubs abroad. In Britain, 40 Scottish & Newcastle pubs are trading under the banner of "Finnegan's Wake", with the Beamish product and all things Irish very much to the forefront, according to Beamish managing director Alf Smiddy. The group intends to expand the 40 strong chain over the next 12 months. Scottish & Newcastle has plenty of outlets - at least 3,000 in Britain - to switch to Irish theme pubs.