Reverend James, the brewery’s flagship ale, is being thrust into the spotlight with a series of playful re‑imaginings of classic artworks. Mona Lisa, Napoleon and pop‑art icons all get the Brains treatment, each one urging drinkers to “Get a Rev on!” as the brewery looks to introduce the ale to a new generation.
The campaign, created by CR Studio, leans into the beer’s unmistakable character and long Welsh heritage — a story that begins not in Cardiff, but in Llanelli, where Methodist minister Reverend James Buckley became known as the “saver of souls and satisfier of thirsts” while running the historic Buckley’s Brewery in the 1800s.
Brains took over Crown Buckley in 1997 and began brewing Reverend James the following year, keeping the Llanelli legacy alive. Since then, the ale has become Brains’ best‑selling pint and a fixture in pubs across Wales and beyond.
(Image: Google Maps)
(Image: Google Maps)
The original Buckley’s Brewery buildings in Llanelli stood empty for years after production moved to Cardiff, with the Grade II‑listed malt house and kiln falling into disrepair.
The site has since been brought back into use through a major regeneration led by Pobl Group, which converted the historic structures into new homes and created a riverside walkway as part of the Pen y Porth development.
The project preserved the character of the old brewery while giving the landmark a new role at the heart of the community.
The brewery says the new artwork‑driven campaign for the Reverend James ale is about celebrating everything people already love about the beer— its rich, full‑bodied flavour and its status as a Welsh classic — while giving it a fresh, modern edge.
It also lands at a time when younger drinkers are rediscovering cask ale. Recent SIBA research shows a sharp rise in 18 to 24‑year‑olds choosing cask, and Brains believes Reverend James is perfectly placed to meet that growing interest.
Sara Leigh Webber, Head of Marketing at Brains Brewery, said the campaign was designed to have fun with the ale’s heritage while keeping it firmly rooted in the present. She said Reverend James remains “a beer full of depth, flavour and personality” with a loyal following and a proud history.
The launch also coincides with a limited‑edition Rev James Buckley release — a nod to the craftsmanship and innovation that have defined Brains since 1882, and a reminder of the Llanelli roots that still shape one of Wales’ most recognisable pints.
Gareth Chubb from CR Studio said the creative approach was about celebrating Reverend James “exactly as it is — confident, distinctive and full of character,” blending art, humour and cultural references to create something that feels “celebratory rather than nostalgic.”
