Round Corner Brewing is celebrating hard work, shared journeys, and well-earned refreshment with the launch of a new seasonal campaign for Drovers hazy session IPA.
Centred around the line “Earned The Thirst?”, the campaign champions the feeling that comes after effort — whether physical, mental, social, or somewhere in between — and positions Drovers as the reward at the end of the day.
Drivers is deeply rooted in both Round Corner Brewing’s story and the heritage of Melton Mowbray. It is named after — and pay tribute to — the drovers who moved livestock across the country to market.
In Melton Mowbray — a town built on farming, livestock markets and food production — the spirit of droving remains an important part of local identity. It was never a solo journey. It relied on entire communities: families, farmers, neighbours, and market traders, all moving together with a shared purpose.
“It’s a beer about effort and reward,” said Colin Paige, of Round Corner Brewing. “The drovers represented resilience, teamwork, and community — values that still matter now.
“Today, hard work looks different for everyone. It might be finishing a shift, hitting a deadline, getting through the school run, cleaning the house, squeezing in a workout, hosting friends, or simply making it through a busy week.
“Drovers is there for those earned moments — the little victories that deserve recognising, and the people who put the effort in every day.”
In 2024, Drovers won the international keg ale trophy at the International Brewing and Cider Awards 2024. It also picked up gold medals at the European Beer Challenge for three consecutive years, from 2022 to 2024.
