Fuller’s launches new London Pride Unfiltered

24-Feb-2017 - Last updated on 24-Feb-2017 at 09:39 GMT

New brew: Fuller's launches London Pride Unfiltered

London brewer and pubco Fuller’s has unveiled its biggest beer launch in a generation, a 4.1% ABV unfiltered keg variant of its flagship brew London Pride.

The new beer, which is brewed to the original Pride recipe before being dry hopped with Target hops, comes in 30-litre kegs and is aimed at opening consumers up to “a new drinking occasion”.

Added character comes from the dry-hopping, according to Fuller’s, which said the beer is targeted at younger drinkers.

It said: “With a goal of making the beer as natural as possible, the beer is centrifuged, but not filtered or pasteurised, to retain taste, complexity and Fuller’s character.

‘Hazy, hoppy, tasty’

“The result is a hazy, hoppy, tasty beer in a keg, served at 4-6°C, which delivers the quality and flavour consumers expect from a Fuller’s beer.”

This is the first time since London Pride’s launch in 1959 that the recipe and name has been used to diversify the range, said Fuller’s Beer Company managing director Simon Dodd.

He added: “The recent investment we have made in brands like Frontier craft lager have proved that Fuller’s has relevance to different consumers and different drinking occasions, and that we can compete in today’s dynamic beer arena with our own range of very drinkable beers.”

Head brewer Georgina Young said: “By only using a centrifuge, we get a hazy beer but retain additional flavour to give London Pride Unfiltered more of the traditional character that you have in the cask beer than in the conventional London Pride keg version.”

Taking over from John Keeling

Young was promoted to head brewer at the start of the year, taking over from John Keeling who held the role since 1999 and has now taken on an ambassadorial role.

Fuller’s runs almost 196 tenanted pubs and 196 managed pubs and hotels. It has 665 boutique bedrooms within in its managed estate.

The pub estate stretches from Brighton to Birmingham and from Bristol to the Greenwich Peninsula, including 175 locations within the M25.

In 2014, Fuller’s acquired a 51% stake in The Stable, a craft cider and gourmet pizza restaurant business. A further 25% stake was acquired in May 2016, taking its ownership to 76%.