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From 1823 the Burton brewers began to brew pale ales for the Indian market. I’m not going to go into the development of Burton pale ale here, but between them the big Burton brewers and Hodgson of Bow certainly never had a monopoly of the Indian pale ale trade. In November 1831, for example, when the Hope brewery, “near the Friend at Hand”, Hammersmith (in what is now West London) was put up for auction, its stocks, according to the advertisement in The Times, included “150 barrels of pale ale for the Indian market”.
But this was still not being called “India Pale Ale”. Even Hodgson’s product, even when it was being advertised directly at “Families from India”, as it was in an advertisement in The Times in July 1833 (clearly the brewer was hoping for custom from people now back in England who had enjoyed its beers out East), was still only referred to as “Hodgson and Co’s Bottled Pale Ale”. No mention of India in the name of the beer, no indication that this was special or different from anybody else’s pale ale, except for the brief hint in the note that “The Nobility, Gentry and others (especially Families from India”) could be supplied with the product.
In October 1834 a London wine and spirit merchant, WG Field and Co, of Henrietta Street, Covent Garden, was advertising in The Times “Burton, Edinburgh and Prestonpans Ales, Pale Ale as prepared for India [my emphasis], Dorchester Beer and London and Dublin Brown Stout”. Earlier in the century Thomas Field of London had been a big customer of Bass in Burton upon Trent, and it seems quite likely this was the same firm, probably selling Bass’s “Pale Ale as prepared for India”, carried down from Burton by canal or wagon. In the 1840s Field was certainly selling Bass pale ale. What was “Pale Ale as prepared for India”? William Loftus explains, under the heading “India Pale Bitter Ale”, in his book The Brewer: A Familiar Treatise on the Art of Brewing,, published in 1856. The book says about “Bitter Ale” that “that prepared for the home market is less bitter and spirituous than that which is prepared for exportation to India.”