London Pride

London Pride is a British ale brand associated with Fuller's Brewery and brewed at the Griffin Brewery in Chiswick, west London. It is one of Fuller's best-known products and is positioned as a traditional London beer with broad appeal across pubs, restaurants, retail, and sports-related occasions. The beer is sold in both cask-conditioned and packaged forms, including bottles and cans, with draught variants available in cask and keg formats. The beer has been brewed at the Griffin Brewery since 1958. Its name refers to London pride, the common name for Saxifraga × urbium, a flowering plant associated with recovery and renewal because it appeared on bomb-damaged sites after the London Blitz. The name also recalls the patriotic song “London Pride,” written by Noël Coward in 1941. These associations give the brand a distinctly local identity, linking it to London’s history, resilience, and civic culture rather than presenting it simply as a generic ale. London Pride is generally described as a well-rounded beer in which malt sweetness and hop bitterness are kept in balance. Its recipe uses pale malt together with Target, Challenger, and Northdown hops. In the United Kingdom, the draught cask and keg versions are commonly produced at 4.1% ABV, while bottles and cans are commonly 4.7% ABV. International keg versions may also be offered at 4.7% ABV. The range therefore combines the lower-strength format traditionally associated with British pub service and stronger packaged or export variants. The brand has a significant record in beer competitions. It was named Champion Beer of Britain in the Best Bitter category in 1979 and again in 1995, and it won the Supreme Champion title at the 2000 International Beer and Cider Competition. These awards helped reinforce its standing among British cask ales and supported its positioning as a premium, authentic pub beer. Fuller's expanded the range in February 2017 with London Pride Unfiltered. This version uses the original recipe, is dry-hopped with Target hops, and is centrifuged without being filtered or pasteurised. The variant is intended to offer a fuller beer expression while retaining London Pride's core identity. Marketing has consistently linked the brand to London life and public occasions. The “Made of London” platform presents the beer as an expression of the city's character. London Pride has used social-media campaigns including “Tweet At 12,” “Empty Pint,” and “Drop Of Pride,” and has supported charity, sport, and cultural events. It has been the official beer of the London Marathon since 2007, became the official beer of Pride in London in 2018, and has maintained a prominent presence in English rugby union through sponsorship of Premiership Rugby and the British & Irish Lions from 2021. In February 2017, a promotion with weather presenter Michael Fish offered Twitter followers a free pint whenever it rained in London, under the name “#WhenItRainsItPours.” After the sale of Fuller's brewing business to Asahi Europe & International in 2019, London Pride continued as a Fuller's brand within the Asahi Europe beer portfolio. The brand remains active and is primarily associated with British ale, London provenance, draught pub service, and sports and civic partnerships.

London Pride emerged at Fuller's Griffin Brewery in Chiswick in 1958 and developed into the brewery's signature ale. Its identity is closely connected with London itself. The name refers to Saxifraga × urbium, commonly called London pride, a plant noted for appearing on bomb-damaged ground after the Blitz. It also evokes Noël Coward's 1941 patriotic song “London Pride.” Together, these references frame the beer as a symbol of London endurance and local character. The product became established as a traditional British bitter served through the pub trade. Its brewing profile balances pale malt with Target, Challenger, and Northdown hops, creating a rounded combination of malt flavor and hop bitterness. The beer has been made available in cask-conditioned and kegged draught formats as well as bottles and cans. UK draught versions are commonly 4.1% ABV, while packaged versions are commonly 4.7% ABV; international keg versions may also use the 4.7% formulation. London Pride's reputation was strengthened by competition success. It won CAMRA's Champion Beer of Britain award in the Best Bitter category in 1979 and 1995. In 2000, it received the Supreme Champion award at the International Beer and Cider Competition. These achievements helped distinguish it within the crowded British ale market and supported its use as a flagship product for Fuller's. The brand has also evolved through product innovation. In February 2017, Fuller's launched London Pride Unfiltered. The variant follows the original recipe but is dry-hopped with Target hops and centrifuged without being filtered or pasteurised. This provided a less processed expression of the brand while preserving its established flavor platform. Marketing has emphasized London provenance and participation in city life. Under the “Made of London” slogan, the brand has used social media and event partnerships to present London Pride as a beer of shared occasions. Campaigns and activations have included “Tweet At 12,” “Empty Pint,” “Drop Of Pride,” and the rain-triggered “#WhenItRainsItPours” promotion with Michael Fish in 2017. The brand has sponsored an annual 10-kilometre walk supporting Cancer Research UK, served as official beer of the London Marathon from 2007, and became official beer of Pride in London in 2018. Sport has become another important part of the brand's public profile. London Pride has maintained a sponsorship presence in English rugby union, including an association with Premiership Rugby and sponsorship of the British & Irish Lions from 2021. These relationships extend the brand beyond traditional pub positioning into national sporting culture. In 2019, Asahi acquired Fuller's brewing operations and associated beer and cider activities. London Pride consequently became part of Asahi Europe & International's portfolio, while continuing to trade under the Fuller's identity and remain associated with the Griffin Brewery heritage. The brand is active and continues to be presented as a premium, traditional London ale available in draught and packaged forms.

• 2021

  Rugby sponsorship expansion

  [1]London Pride (beer)en.wikipedia.org

  London Pride develops sponsorship relationships with Premiership Rugby and the British & Irish Lions.

• 2019

  Fuller's brewing business joins Asahi

  [1]London Pride (beer)en.wikipedia.org

  The acquisition of Fuller's brewing business by Asahi Europe places London Pride within Asahi's European beer portfolio.

• 2018

  Pride in London partnership

  [1]London Pride (beer)en.wikipedia.org

  London Pride becomes the official beer of Pride in London.

• 2017

  London Pride Unfiltered launches

  [1]London Pride (beer)en.wikipedia.org

  Fuller's adds an unfiltered, dry-hopped version to the London Pride range.

• 2007

  London Marathon partnership begins

  [1]London Pride (beer)en.wikipedia.org

  London Pride becomes the official beer of the London Marathon.

• 2000

  International Supreme Champion award

  [1]London Pride (beer)en.wikipedia.org

  London Pride is named Supreme Champion at the International Beer and Cider Competition.

• 1995

  Second Champion Beer of Britain award

  [1]London Pride (beer)en.wikipedia.org

  The beer wins the Best Bitter category at the Champion Beer of Britain awards for a second time.

• 1979

  First Champion Beer of Britain award

  [1]London Pride (beer)en.wikipedia.org

  London Pride wins CAMRA's Champion Beer of Britain award in the Best Bitter category.

• 1958

  London Pride begins brewing at the Griffin Brewery

  [1]London Pride (beer)en.wikipedia.org

  London Pride is brewed at Fuller's Griffin Brewery in Chiswick, establishing the production heritage associated with the brand.

Premium traditional British ale with strong London provenance, designed for pub service and supported by associations with heritage, resilience, sport, charity, and civic life.

• Traditional British bitter ale · 1958

  London Pride Unfiltered

  The core London Pride ale is brewed with pale malt and Target, Challenger, and Northdown hops. It is sold as cask-conditioned ale, keg beer, bottled beer, and canned beer. UK draught versions are commonly 4.1% ABV, while bottles and cans are commonly 4.7% ABV. The beer is characterized by a rounded balance between malt and hop bitterness and is strongly associated with Fuller's pubs and the wider British pub tradition. Introduced in 2017, London Pride Unfiltered uses the original London Pride recipe, adds dry hopping with Target hops, and is centrifuged without being filtered or pasteurised. The variant offers a fuller and less processed interpretation of the established brand while retaining its core London Pride identity.

• 2021Premiership Rugby and British & Irish Lions sponsorship

  England · United Kingdom · Ireland

  London Pride expanded its rugby sponsorship presence, including associations with Premiership Rugby and the British & Irish Lions.

  Outcome. The sponsorships broadened the brand's connection with English and British-Irish rugby audiences.

  Source
• 2018Pride in London

  London · United Kingdom

  London Pride became the official beer of Pride in London.

  Outcome. The partnership extended the brand's event portfolio into a prominent London cultural and civic celebration.

  Source
• 2017#WhenItRainsItPours

  United Kingdom

  Working with weather presenter Michael Fish, London Pride offered Twitter followers a free pint each time it rained in London during the promotion period.

  Outcome. The promotion translated a familiar London weather event into a social-media engagement mechanic.

  Source
• 2017Made of London social campaigns

  United Kingdom

  The brand's social-first activity included initiatives known as “Tweet At 12,” “Empty Pint,” and “Drop Of Pride,” all supporting its broader “Made of London” positioning.

  Outcome. These activities reinforced the brand's city-based identity and its use of social platforms for consumer engagement.

  Source
• 2007London Marathon official beer partnership

  United Kingdom

  London Pride became the official beer of the London Marathon, linking the brand to a major London sporting event.

  Outcome. The partnership strengthened the brand's London credentials and its visibility around mass participation sport.

  Source

• 2019

  Acquisition of Fuller's brewing business by AsahiM&A

  Background

  Fuller's sold its brewing operations and associated beer and cider activities as part of a transaction with Asahi Europe.

  Action taken

  Asahi acquired the brewing business, bringing London Pride into its European portfolio while the brand continued under the Fuller's identity.

  Aftermath

  London Pride remained an active Fuller's brand associated with its London brewing heritage under new ownership.

  Source

• 2017

  Launch of London Pride UnfilteredProduct launch

  Background

  Fuller's sought to extend the established London Pride range while preserving its original recipe and recognizable brand platform.

  Action taken

  The company introduced an unfiltered variant that is dry-hopped with Target hops and centrifuged without filtration or pasteurisation.

  Aftermath

  The launch added a less processed, more hop-forward expression to the London Pride portfolio.

  Source

1. 1London Pride (beer)en.wikipedia.org
2. 2London Pride — Fuller'sfullers.co.uk