Long Arm Pub & Brewery wanted to mark the success of the team in reaching the semi-finals of the FIFA Women’s World Cup.
The company will hand out a beer tank’s worth of free pints to pubgoers should the team win the tournament.
‘The Lionesses Roar’ is a pale beer brewed in an American style that its brewers describe as “a light, crisp and floral IPA with notes of lychee on the nose, with a refreshing and bitter finish”.
The competition could drive beer sales in pubs by 3m pints if the Lionesses reach the final of the competition, the British Beer & Pub Association (BBPA) has predicted.
A spokesperson from the brewery explained the thinking behind the brew.
They said: “After The Lionesses won the SheBelievesCup, we started to believe too! We strongly feel that our women’s national team will be the ones to bring football home. We’ve been getting excited from the beginning, planning the after-party.
“We understand, here at Long Arm, one of the key components to a great party, is a great beer.
“We also understand that the best-tasting beer, is a free one, and can’t wait to share it and celebrate with everyone.”
Boosting engagement
The pub has created different beers throughout the tournament to build momentum for matches.
“We’ve also been running digital adverts, and have PoS throughout the rest of our estate advertising the tournament,” they added.
“We’ve been hosting screening parties, and always have dedicated screens showing every game from the tournament.
“We’ve also have been running social competitions with prizes on our channels to boost fan engagement.”