Lumo raises a glass to the West Coast with launch of exclusive new ale

Low-cost rail operator teams up with Staffordshire-based Beartown Brewery to create a specially brewed beer for customers travelling on its new West Coast route.

Customers travelling with Lumo on the West Coast Main Line will soon be able to enjoy a taste of the North of England, thanks to a new partnership with independent Beartown Brewery.

The rail operator has teamed up with the Congleton-based brewery to create 'Lumo-nescence', an exclusive West Coast India Pale Ale (IPA), specially developed and brewed for customers travelling on Lumo's newest route connecting Scotland and England.

The partnership was celebrated with a special launch event at Beartown Brewery in Congleton, where representatives from both businesses came together to unveil the new creation. Brewery visitors were also given the opportunity to sample the beer.

Mike Roberts, Partnerships Manager at Lumo, said: "There's something really special about creating a beer that celebrates our new West Coast route, particularly when it's brewed by an independent business close to our route.

"From the first conversations to seeing the finished cans and, most importantly, tasting the beer, it's been fantastic to work with the Beartown team.

"We share a belief in doing things differently, supporting sustainability and giving customers a great experience. Lumo-nescence brings all of that together, and we can't wait for our customers to raise a can as they travel along the West Coast."

The distinctive new beer celebrates the connection between two businesses with a shared passion for innovation, sustainability and doing things differently.

Lumo launched its West Coast services in May, connecting destinations including London, Crewe, Preston and Stirling, with the new ale set to become part of the onboard food and drink offering.

Joe Manning, Managing Director at Beartown Brewery, said: "It's not every day you get the opportunity to create a beer especially for a railway, so when Lumo approached us, we knew this was going to be something exciting.

"Creating a West Coast ale for the West Coast Main Line felt like a perfect fit. It's a brilliant opportunity to introduce Beartown to a whole new audience while working with a business that shares our independent spirit and commitment to doing things differently.

"We're proud to see Lumo-nescence heading out on the rails and look forward to building on this partnership."

The specially designed and fully recyclable cans, featuring Lumo’s unique tartan design, will be available to purchase onboard the operator’s West Coast services in the coming weeks.

To celebrate the launch, Lumo and Beartown Brewery teams will also be making surprise appearances onboard selected services, giving lucky passengers the chance to sample the new beer.

The collaboration is the latest example of Lumo working with local businesses along its routes to bring distinctive products and experiences to customers, while supporting regional suppliers and celebrating the communities it serves.