American beer maker Genesee Brewery has entered the craft category with the launch of its new Pilot Batch Imperial Black IPA.
The new brew is “heavy in caramel, roasted and black malts” and balanced with the intense bitterness of East Kent Goldings hops. The 9.4% ABV beverage is available in six-count boxes for off-trade retailers and on draught for on-trade operators, joining the beer maker’s Scotch Ale as part of the Pilot Batch range.
Each beer in the Pilot Batch series was originally created and first crafted on the 20-barrel pilot system at the company’s brew house. As Genesee Brewery’s beers are made in small batches, the producer noticed how demand far outstripped supply of the craft products.
Genesee Brewery brewmaster Dean Jones said: “People were drinking it faster than I could make it. So, we knew that we were on to something.”
The launch follows the introduction of a new packaging design across Genesee Brewery’s portfolio of beers last month, which included the return of the Genesee Light brand name and an update to the visual branding that greater emphasised the brewer’s heritage.
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