By the time ESB launched in 1971, breweries had long been in the habit of producing an ‘ordinary’ bitter and a ‘special’. Our special was the irreplaceable London Pride so we broke the mould and added a pioneering third style: an extra special bitter, brewed to a stronger 5.5% ABV. Since then, ESB has gone on to become a recognised beer style, imitated in breweries right across the world.