BrewDog is the new black

Black lager is the latest offering from rebel brewer BrewDog, as it looks to capitalise on the growing interest in the company since its run-in with the Portman Group.

The Scottish brewer has launched the lager, which it hopes will be the first mass-market black lager in the UK, under a stand-alone brand, Zeitgeist.

"We feel that there is enough going on with the BrewDog brand and range as it is," said on-trade sales manager Richard McLelland.

"We don't want to be just about bringing out brand extensions all the time, but want to grow the whole business in a sustainable way."

The company denies the beer is a gimmick, pointing out that before the development of modern pale malting techniques lager was always black, and has also taken inspiration from modern Czech black lagers.

Zeitgeist is a 4.9% abv lager hopped with American Cascade and Ahatnum hops. It is light in flavour with hints of coffee and chocolate and is aimed at both men and women.

"The Bohemian style of the packaging and marketing should appeal to young, independent people who want more than a bland, mass-produced lager," he explained.

"Meanwhile, the quality of the beer will attract real beer fans to the brand, too."

The launch will be supported with a new website and a PR push along with a "guerrilla marketing" campaign, details of which are being kept under wraps for now.

The brewer will also be rolling out branded three-quarter pint glasses as part of a larger campaign to get the UK to appreciate good beer and to drink more responsibly.

"We feel it is very important for us to be looking at new and better ways of serving beer," McLelland said.

"All over Europe you see men and women enjoying a beer out of smaller sized glasses, which is not only a more responsible way of drinking, but is also so much better looking and tasting."

Zeitgeist is being rolled out across the on and off-trade, and will be available in bottles, casks and kegs.

BrewDog last week dropped legal action against the Portman Group following a spat over the brewer's Speedball beer.