AB InBev-owned craft brewery, Camden Town, has announced the launch of a new beer, in a move to support the UK’s pub sector.
To The Pub American Pale Ale is a double dry-hopped beer with an ABV of 4.0%. It is brewed with clean Cali ale yeast and incorporates both Simcoe Cyro and new ‘experimental’ Idaho 7 hops.
When pubs officially reopen, the brewery says it will be giving 260,000 pints of the new beer to its on-trade customers for free, helping them to boost their profits.
This will be funded in part using all the proceeds from sales of To The Pub 500ml cans, which launch on Camden Web Shop this Friday and at select retailers from July.
“Never would I have thought that the industry that’s brought me so much, would need so much help to survive,” said Jasper Cuppaidge, founder of Camden Town Brewery.
“By drinking To The Pub, whether it’s a six-pack ordered online, a can you picked up at the shop, or enjoying as a pint in the pub, you’ll be giving back to the hospitality industry when they need it most.”
Adam Keary, managing director of Camden Town Brewery, added: “The on-trade is extremely important to our business, making up 85% of our total volume, and we want to do all we can to support our customers.
“Since lockdown, we have seen a shift to e-commerce and the off-trade, and with pubs reopening soon, we wanted to use the success we’ve seen in those channels to support the on-trade.”
The launch follows the introduction of Camden Heroes, a rebrand of the brewery’s classic Camden Hells lager, with all proceeds donated to charities supporting frontline healthcare workers.
© FoodBev Media Ltd 2020
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