NEW PRODUCTS: EXCLUSIVE ON-TRADE RELEASE
Seven Bro7hers introduces fruity new beer for pubs
Seven Bro7hers fruity new serve exclusively for pubs
Manchester-based brewery Seven Bro7hers has released a fruity new beer exclusively for pubs inspired by the retro pop drink ‘Lilt’.
The new brew, called Lilt Bit Fruity, will be available to on-trade customers in draught format direct from Seven Bro7hers this month and will also be on offer at the brewery’s bars.
Created using Talus, Bru-1, Comet and Amarillo hops, the light-bodied 5.5% ABV serve boasts subtle aromas of pineapple, citrus and pithy grapefruit.
Seven Bro7hers CEO Keith McAvoy told the Morning Advertiser (MA) there was an “increasing demand” for fruit flavoured beer from consumers, adding they are an “accessible starting point” for beer drinkers looking for something different and refreshing.
“We increasingly see our punters seeking out our fruiter beers as they look for experiential drinking and find in turn, they much more flavour focused than ever before.
“Our on-trade customers are always looking for an edge, something that brings in the drinkers.
“[Fruity beers] are a draw, they step people out of their usual comfort zones and offer accessibility into craft beer – for even the most risk averse drinker.
“We see fruit beers thrive in our Summer months, but in all honesty, they remain a popular hit all year round with our Watermelon Pale Ale and citrus-based Juicy IPA remaining among our top sellers 12 months of the year”, he continued.
Founded in 2014 by McAvoy brothers, Guy, Keith, Luke, Daniel, Nathan, Kit, and Greg, inspired by their dad’s home-brewing in their cellar at home.
In the run up to the businesses tenth anniversary, McAvoy added the firm felt it was “important” to offer on-trade customers something new and exclusive following the intense “pressure” on pubs and bars in the last year.
He said: “The Lilt-inspired launch is a lot of fun and offers on-trade the chance to get in on the hype and bring people through the door.”
Hooch and SALT release collaborative brew
The second 90s inspired new product for this week’s round up, Global Brands has announced the release of a limited-edition collaborative ale launched by Happy Mondays’ Bez.
Classic alcoholic lemonade brand Hooch has joined forces with award-winning SALT brewery to create Twisting My Lemon Man, a 4.4% ABV lemon-infused pale ale.
Global Brands explained the “strategic launch” of Twisting My Lemon Man came after consumer insights revealed a crossover between craft beer and Hooch drinkers.
Hooch brand manager Jacob Barrett said: “Never before has an alcopop cross-collaborated to create a flavoured beer.
“Twisting My Lemon Man takes the stand-out elements from each product; the juicy and refreshing flavour of Hooch, blended with the bold brewing style of SALT.
“It pushes boundaries within the category and is testament to Hooch's commitment to invest in exciting and engaging our valued customers.
“With Bez, such a cult star from the beloved 90’s driving awareness of the collab, we can’t wait to see the response of consumers across the on and off-trade.”
The official launch party will see Bez feature as special guest and DJ for a 90s themed event in Leeds on Thursday 18 July.
Commenting on the launch, the Happy Mondays star said he was “buzzing” about the product and described the serve as a “major throwback”, adding it blended the “naughty wild-child” of his favourite decade, Hooch, with the “modern taste” of SALT.
Available for on and off-trade outlets, Twisting My Lemon Man is availble in 440ml can format in packs of 12 direct from Global Brands at RRP £36.
SALT managing director Edd Simpson said: “We’re really pleased with the final product, both in terms of the liquid itself, and the unique can design.
“The 90s-inspired textured look and feel will stand out behind bars and attract both seasoned beer drinkers and those more used to selecting a fruity drink.
“Twisting My Lemon Man is a refreshing, easy-drinking beer, perfect for enjoying during the summer months.”
Nirvana unveils first canned lager
Alcohol-free brewery Nirvana has introduced its first canned lager, Pils (0.5% ABV).
Inspired by classic German pilsners, Nirvana Pils uses one of the newest yeasts developed specifically for no-low brewing, helping to ensure a fuller flavour and great taste.
Described as crisp and clean with a light malty bread-like flavour alongside a hoppy, pouring with a rich, foamy head, Pils has been brewed using Magnum, Saaz and Hallertau hops.
Available in 330ml cans (RRP £2.50) and 30 litre kegs, the beer marked Nirvana’s third new release in 2024, following April’s launch of its Cloudy Lemon Lager and Hefeweizen.
Nirvana founder Becky Kean said: “Lager’s not just the UK’s, but the world’s, most popular beer style and some of its biggest brands are actually pilsners.
“It made perfect sense for us to craft our own - especially as we wanted to offer a scale of choice across the style and also in multiple formats.
“Given everything we’ve learnt since we set-up in 2016 and the availability of this new yeast, we think we’ve crafted yet another one of the best no-alcohol lagers.”
Greene King adds two new brews to seasonal cask calendar
Greene King Brewery has launched two more limited-edition cask beers as part of its seasonal calendar, including a collaboration with Punch Pubs’ owned Laine Brew Co.
The first beer collaboration between Greene King and Laine Brew Co will see the introduction of King Mango 4.3% ABV mango pale ale in July.
With a mixture of Mandarina, Bavaria and Cascade hops, Greene King said “this fruity pale ale is bursting with tropical notes of mango and passionfruit, with a background of citrus, tangerine and grapefruit”.
Based in Brighton, Laine Brew Co opened its brewhouse in 2011 and now offers a core range of craft beers and short-run specials.
From mid-July and into August, Greene King will launch its second limited-edition beer, Belhaven Scorcher.
Celebrating the brewery based in Dunbar, Greene King described Belhaven Scorcher as a 3.8% ABV bright session ale that is “full of citrus notes that offers a refreshing taste on warm summer days now that they have finally arrived”.
Meanwhile, False Nine, Greene King’s football-themed cask beer, is still available to order until the end of the tournament on 14 July.
Greene King marketing director for brewing & brands Will Hemmings said: “We continue to find ways to innovate with cask beer and the ‘Fresh Cask Releases’ calendar is a perfect example where we’ve created delicious limited-edition beers that encourage guests to try other styles and explore the market.”
Read more here.
New limited-edition bourbon from Rebel
Wheated bourbon brand, Rebel, has added a limited-edition Oloroso Sherry Cask Finish (50% ABV) to its collection.
Produced by Kentucky’s Lux Row Distillers, which is owned by Luxco, just 6,000 bottles have been produced and are only available for sale outside the US.
Rebel 100 Bourbon Oloroso Sherry Cask Finish has been aged for four years and finished in Oloroso sherry casks from Jerez, southwest Spain’s Sherry Triangle Region.
The resulting liquid boasts overtones of caramel and vanilla, with hints of raisins, figs and plums and a nuttiness, complemented by subtle spicy oak notes.
Lux Row master distiller John Rempe said: “Rebel Bourbon fans around the globe have a treat in store with the Oloroso Sherry Cask finish, it embodies the true passion of Spain and perfectly complements Rebel’s temperament of wanting to disrupt the norm.”
Rebel 100 Bourbon Oloroso Sherry Cask Finish will be distributed by Craftwork in the UK, available in 700ml bottle format at RRP £44.
Luxco international sales director Greg Mefford added: “Innovation in American Whiskey is at the heart of what we do at Luxco and Lux Row Distillers never disappoints.
“John and his team have gained a huge global fan base, with bourbon collectors, as well as those new to the category, who are equally excited by the frequent unique releases.”
Thornbridge makes new IPA using Burton union set
Bakewell-based Thornbridge Brewery is set to launch a new cask IPA made on the union set it was gifted from Marston’s in May this year.
The Derbyshire brewer saved a Burton union set from Carlsberg Marston’s Brewing Company (CMBC) and has been making sure it is used on a regular basis – starting with its flagship brew, Jaipur, to make sure it all worked.
Now, The Union 6% ABV IPA has been brewed exclusively on it and will be released at Thornbridge brewery bars on Friday 5 July 2024 and available to the on-trade afterwards.
Thornbridge said ‘The Union’ is a classic British IPA with a base malt of Maris Otter from Norfolk, “where the sandy soil and maritime climate is perfect for growing this variety” and brings a “slight nuttiness and biscuit flavour”.
Read more here.
Red Fin Cider launches with two variants
Cider-maker Red Fin Cider has introduced two medium dry variants that will bid to emulate the craft beer movement.
Red Fin, named after the smallest shark in the sea, launched with Fresh Apple and Meloncherry flavours in 50-litre kegs and in 12x330ml bottles on Monday 24 June.
The brand and its ciders have been developed by a team with decades of experience in building successful beer and cider brands, and said it wants to offer licensees a medium dry cider that can be stocked as an added value product, alongside existing offerings as it “defies current categorisation”.
Read more here.
Hydes to put 100-year-old recipe on cask
North-west brewer and pub operator Hydes has recreated a 100-year-old best bitter recipe as part of its ‘vintage’ range, which will be available on cask for the first time.
Hydes Anvil Best 4.8% ABV will be available on draught across the Salford-based company’s pub estate throughout July and August.
It is described as a traditional best bitter that celebrates Hydes’ historic ‘Anvil Brand’ and has a “bold hop-forward palate with an earthy and herbal character, and biscuit and caramel flavouring”.
Hydes added the finish is “mildly bitter with a brief pop of lemon and an earthy note of black tea” while “the aroma has a pleasant spicy, fruity scent”.
Read more here.
Woodforde's brings back limited-edition ale for Euros
Norwich-based Woodforde’s brewery has re-released a limited-edition beer exclusively available to pubs on cask to show support for the Three Lions during the Euros 2024.
Lionheart, a 4% golden ale, has been described as a “celebration” of English ingredients, boasting an orange pine aroma and a crisp, zesty flavour.
The football-themed special will return for just one month, exclusively on cask for the on-trade, during the tournament as the England team compete to better their second-place finish in the 2021 Euros.
Read more here.
- If you have any new products being released to the on-trade, email the details with high resolution images for potential inclusion to Erorppn.jryyre@jeoz.pbz
- The Next round-up will be published on Thursday 1 August. Check out the previous round-up here
