Bewildered by the array of beer names at the bar? Guzzling Greenwood takes a peek at what lies behind the label of a fresh brew.

ASK for "same again" at The Maltings in York and you'll get just that - a fine pint of guest ale Same Again. For punters of a more ponderous persuasion, telling landlord Shaun Collinge you've got "no idea" what to order, will prompt him to serve you up a swift half of No Eye Deer ale.

Inquire what guest beers are available that week and the answer will be equally to the point. "This and that". Yes, you've guessed it. This and That are two ales stocked by the Tanners Moat ale house.

Clearly, when it comes to choosing the names of beers, brewers and publicans are laughing all the way to the bar.

Few can beat the fabled Russian brew Byzhagulies - say it out loud - that was reportedly advertised on a poster under the banner 'Grab A Russian'.

Tony Thomson, of York Brewery, thinks names are important. He hired a marketing company to help name the fledging brewery's first two permanent beers eight years ago, giving us Yorkshire Terrier and Stonewall.

The success of the two ales, now available the length and breadth of the UK, is certainly down to their quality. Few people would argue that had they been named Ebor Bitter and York Bitter, as originally planned, they would now enjoy exactly the same reputation.

Tony says new beer names are often the result of "brainstorming" sessions involving brewery staff, brewery club members and even regulars at their three city centre pubs. Often the names are seasonal. Full Bloom was a tribute to the daffodils at Clifford's Tower, while Bunny Hop leapt on to the bar just before Easter.

"It depends whether the beers are long-term brews or something made just for a special event or a one-off occasion," he says. "We do try to put a lot of thought into it, but sometimes it's just a bit of fun." That may explain the easy drinking Guzzler and last year's Silly Mid Off (Tony's cricket obsession aside).

Richard Parker, who looked after the beer at the recent CAMRA York Beer Festival, says sales certainly pick up at festivals when beers have a name that "catches the eye".

He adds that many brews with strange names seem to have some kind of story behind them or an "in joke" that reflects the sense of humour of the brewer.

For example, he says, Ron Ridout at the Boat Brewery at Allerton Bywater, with his "wicked" wit has brewed Bed Snake, Lucky's Liquor

Locker Liquor and Hellfire Jack named after his notorious grandfather.

Jules Dolan of the Abbey Bells brewery at Hirst Courtney, near Selby, knows all about names. His Black Satin went under the badge of Chloe Nielson at The Cricketers in Scarborough to celebrate the birth of the landlord's new baby.

Well, that's one sure-fire way to capture the punters of tomorrow.

Updated: 08:40 Saturday, April 26, 2003