Kingpin is a German pilsner featuring Pilsner, Munich, Cara and Pale malts with Germanic hops, Magnum and Perle - creating what the brewery describes as a beer that 'sounds like an 80’s Eurovision entry'.
The hops bring floral notes and spicy bitterness to the beer - with the Magnum producing a classically strong Pilsner-style bitterness to the finish.
The lager joins the staple of other cold-conditioned beers in the brewer's range, including Hop Rocker and This. Is. Lager. The beer is now available from its online shop and went on draft at its bars yesterday (19 May).
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It was launched with a video which poked fun at some of the large-scale breweries advertisement campaigns, such as Budweiser's infamous Cannes Grand Prix award-winning 'Whassup?' campaign from the late-1990s.
A blog on the brewer's website said: "Of all the beer styles in all the world, the most bastardised by far are those of the lager family. You only need to conduct a brief round of mental word-association and the first things that pop into the grey matter are numerous images of ‘ice-cold suds’ from expensive advertising campaigns.
"It is one of the scandals of the brewing world that the history and innovation that first created lager has been shunted aside by lowest common denominator beermaking on an industrial scale."