This is an exhibit from the rather wonderful National Army Museum and, as another of my irrelevant asides, it’s a word that I always have to think to pronounce. In this case, the beer from Wells Brewery is pronounced as the English military word, whereas if talking about the French Canadian multi-national Bombardier train and aviation company, it’s the different French pronunciation.
As for beer, and this pump was donated to the museum in 2015, it was marketed for a time as the “beer of England”, although that was somewhat aspirational branding. There was some controversy a couple of years ago when the pump clip moved away from the traditional one in the photo, with the St George’s Flag in the background, towards a more generic style. The brewers perhaps felt that the claim of being the ‘beer of England’ was not really based in reality, so they’re kept the new generic branding and changed their claim to it being a “British beer”. This, to be fair, is now accurate.