Long-distance train operator CrossCountry has launched a new and exclusive onboard beverage, bringing together Birmingham’s railway heritage and regional brewing talent.
Signals IPA, a brew from Stirchley-based Attic Brew Co., is now available to enjoy on CrossCountry services across the country.
This revamped beer is now served in a new, bigger 440ml format and features a bespoke label that combines Birmingham New Street’s iconic signal box with CrossCountry’s unique character.
A taste of Birmingham on your journey
The launch marks the latest step in CrossCountry’s regionally-inspired catering strategy, which aims to give regional brands a national spotlight onboard trains that call at more than 100 stations across England, Scotland and Wales.
CrossCountry’s Head of Catering, Raj Chumate, explained that the partnership celebrates the local area: “Signals has always had a natural connection to the railway, and bringing it onboard felt like the perfect way to celebrate that. With our head office in Birmingham, what better way to celebrate the area than showcasing Attic Brew Co? Signals is a bit of Brum — and we think it’s a perfect fit for a train operating company.” Chumate added that they are proud to support a Birmingham brewery that shares their values of quality, creativity and local pride.
The collaboration with Attic Brew Co. began in 2022 with the introduction of their flagship Intuition Pale Ale and Birmingham Pilsner. These beers were chosen to reflect the character of Birmingham, which is at the heart of the CrossCountry network. The addition of the revamped Signals IPA, with its railway-themed name and artwork, brings the collaboration full circle.
Bringing regional brands to a national platform
The specially-designed label for Signals IPA is part of CrossCountry’s wider commitment to showcasing regional suppliers and products made along its routes. As the proud operator of the UK’s longest direct rail passenger service, CrossCountry aims to bring communities together and highlight the best of British through its onboard offering.
For Attic Brew Co., the partnership represents a major milestone. Signals IPA is now served across the CrossCountry network, offering passengers a taste of Birmingham wherever they travel, including routes from Edinburgh to Plymouth and Manchester to Bournemouth.
Attic Brew Co.’s Jo Farn is excited about the platform this provides: “Working with CrossCountry has been fantastic from the start, and seeing Attic cans onboard has been really exciting. We’re proud to supply train beers for CrossCountry customers – it’s a brilliant platform to spread the word about Birmingham and maybe even encourage people to jump on a train and visit!”
The revamped Signals IPA cans are available to purchase onboard from Monday 10 November.
To find out more about catering onboard CrossCountry services, visit the CrossCountry website food & drink section.
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