Brooklyn Brewery will work with Carlsberg, its exclusive distributor in the UK, to bring to market two new formats of its Scorcher IPA.
The brand will launch Scorcher in 30-litre kegs for draught and in cans for the on- and off-trades for the first time in the UK. The 4.5% ABV IPA is brewed with amarillo, simcoe, cascade and bravo hops before being exported to the UK – and other destinations besides – from its home New York.
But the new formats, set to join bottles of Scorcher, will make it easier for bars and retailers to stock Scorcher.
Brooklyn Brewery brewmaster Garrett Oliver said: “It’s funny to note that we actually first released Scorcher in 2004. At the time, most people seemed to only want massive IPAs but other brewers were really big on Scorcher. Fast-forward to 2017 and we’ve updated the beer with even brighter hop notes and it’s now our go-to beer for barbecue food and evenings out in the pub.”
Carlsberg UK vice-president of marketing Liam Newton added: “Building wider interest and access to Brooklyn Brewery’s craft beer portfolio in the on-trade is a priority for us as a brewer this year, where it complements our premium beer portfolio. We’re thrilled to be able to introduce Scorcher into the on-trade on draught and into the on and off-trade in cans for the first time in the UK, building on its existing popularity as a quality bottled beer.”
Scorcher joins other brews in Brooklyn’s portfolio such as Brooklyn Lager, Brooklyn Summer Ale, Brooklyn East IPA and Brooklyn Sorachi Ace.
Carlsberg has held the exclusive distribution rights for the entire range in the UK market since January, and has worked alongside Brooklyn to launch Scorcher IPA on draught for the first time into the UK on-trade.
Brooklyn Brewery’s range of craft beers complements Carlsberg UK’s existing premium beer and cider portfolio, which includes the craft cider Bad Apple, the Italian lager Poretti, the Czech craft lager Celia, the Belgium ale Grimbergen, and a range of beers from Sweden’s Backyard Brewery.
It also distributes the Spanish lagers Mahou and San Miguel in the UK, and last year revitalised its Carlsberg Export mark with a new heritage-inspired design.
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