In the UK, men’s grooming brand The Bluebeards Revenge has announced the launch of a surprising new beer, dubbed “the ultimate pale ale for real men”.
The unconventional product diversification is the result of a collaboration between the Devon-based company and local brewer Hunter’s, and will be available in 500ml bottles in pubs and bars across the region this month. It will also launch online with a retail price of £2.70.
Made with Citra and East Kent Golding’s hops, The Ultimate pale ale is bottle conditioned, unpasteurised and unfiltered and features “a strong, uncompromising and proud flavour”, the company said. It marks a significant departure from its staple of shaving foam, shaving balm, razors and soap.
Paul Walker of Hunter’s Brewery said: “I must admit, I was a little thrown when The Bluebeards Revenge first came to me with their idea, but it quickly became apparent that it was a golden opportunity. We’re very excited to be involved with the project, and are expecting The Ultimate pale ale to be very popular.”
David Hildrew, managing director of The Bluebeards Revenge, added: “It would have been easy to get a white-label brewer to smack a few Bluebeards labels onto an existing brew, but that is simply not our style. We wanted our very own, unique beer brewed by a brewery with excellent credentials, and with a route to market so that our beer could be on sale in pubs and supermarkets across the land.
“We have finally struck gold in the form of Hunter’s Brewery here in deepest Devon. They have done an excellent job at making our vision a reality, and the result is very pleasing indeed.”
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