Samuel Allsopp & Sons of Burton upon Trent first brewed Double Diamond in 1876 as an India Pale Ale.
Bottled Double Diamond began to be advertised heavily from 1946, becoming one of four nationally distributed beers by the 1950s.
[4] Under reciprocal trading agreements Ind Coope would agree to stock a rival brewer's beer if they replaced their supply of Bass or Worthington with Double Diamond.
[5] The keg version was launched in the 1960s, and in the 1960s and the 1970s, it was advertised heavily by Ind Coope, especially on TV, with the tagline: "A Double Diamond works wonders.
[9] Ind Coope Burton Ale (4.5% ABV), a cask conditioned version of bottled Double Diamond first brewed in 1976, is currently produced by Carlsberg UK.