Purity releases new brew after Breal acquisition

Pure Pilsner is a gluten-free 4% ABV brew made from only 4 key ingredients – water, hops, malted barley, and lager yeast – and lagered for no less than 4 weeks to follow an authentic Pilsner recipe.  

Using locally sourced British hops, including Jester, Goldings, Challenger, and Pilgrim, alongside East Anglian Malts, the serve also helps support Purity’s eco values by keeping the brewery’s carbon footprint is kept to a minimum. 

The brand said Pure Pilsner marked the “next chapter in its exciting journey” and would be available to the on-trade direct from the brewery from Tuesday 16 April in 440ml can format as well as in 30 and 50 litre kegs. 

Honouring tradition 

Purity Brewing Company head brewer Flo Vialan said: "Our new Pilsner embodies the essence of Purity– exceptional quality product, with a focus on sustainability, whilst remaining committed to the community in our heartland. 

"With Pure Pilsner, we're not only honouring tradition but also staying true to our sustainability roots.  

“Made with locally sourced ingredients and lagered for no less than 4 weeks, it's a testament to our unwavering dedication to crafting only the finest beers." 

In December last year, Purity, which was co-founded in 2005 by James Minkin and Paul Halsey, was acquired by investment firm Breal Group​ for an undisclosed sum with a view to secure the long-term success of the business and retain jobs at the brewery.  

Purity head of marketing Paul Brazier said: "Pure Pilsner has been developed to fill the missing piece of the puzzle in our premium range.  

Raising a glass 

“At 4% Pure Pilsner offers consumers and publicans alike an accessible, well-crafted, authentically brewed lager.” 

To celebrate the launch of the new brew, Purity said it would also be offering customers a chance to win prizes when they connect with friends in a bid to “bring beer lovers together”. 

Brazier added: “The activation is simple to enter and invites friends to share social activity online or by scanning QR codes in dedicated launch venues. 

“We hope beer lovers join us in raising a glass to our ongoing commitment to quality, sustainability, and the spirit of community as they connect with friends and loved ones over a great tasting pint of Purity’s Pure Pilsner.”