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The Juice Brewery launches Hopper ‘soft brew’
The Juice Brewery has launched Hoppers, a new drink dubbed a ‘soft brew’.
*The Juice Brewery has launched Hoppers, a new drink dubbed a ‘soft brew’. *
The adult drink mixes beer ingredients, such as hops and malt, with fruit flavours, apple, citrus and blackcurrant. All ingredients are natural and the non-alcoholic drink has fewer calories than normal beer.
Created by a group of drink lovers who didn’t want to feel deprived by choosing the ‘soft’ option, fruit Hoppers were the pioneering answer to this dilemma.
With the idea hatched in a pub and their first batch brewed in a kitchen, the founders sought an industry aficionado to oversee their invention: Tim Dewey, CEO of The Juice Brewery.
“Most soft drinks on the market are unpleasantly sweet and goody two shoes – definitely not something that most men would feel confident drinking,” said Dewey. “We realised there was a big gap in the market for a delicious, grown-up soft drink and so, taking our inspiration from the brewery, we invented what we call a ‘soft-brew’ – a soft drink with enough attitude and maturity to be at home in a pub.
“With health and drink driving so high on the government agenda, it’s about time a sophisticated alternative was available. This is a new way of drinking for society’s new way of thinking.”
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Beverage Innovation is a monthly periodical examining the new product launches, ingredients, manufacturing and consumption trends in every sector of the non-alcoholic drinks industry.
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