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 new name: Pyoneer and also a new ABV down from 3.7% to 3.4%.

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.” 

“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 Terms such as “bitter” and “mild” are seen as outdated and off-putting to younger drinkers, which is why we took a bold step in renaming this classic ale.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”, added Abbie Gadd, head of sales and marketing.