Australian Beer Company (ABC) has released a new mid-strength beer called Session, which will extend its Yenda beer range.
Like preceding Yenda beers, ABC said that Session is made with water from the Snowy Mountains and local barley from farmers in the New South Wales Riverina region. It added that Session is completely natural and contains no additives or preservatives.
Yenda beer specialist Sam Johnstone said: “Mid-strengths are the second largest segment in beer, and fastest growing at 16% year on year as more consumers are shifting to more sessionable beers. Drinking in moderation is a key driver for that, mid-strengths are popular because they can be enjoyed for their lower alcohol and their crisp fresh flavours.
“Unlike most craft brewed mid-strengths, Yenda Session is a lager, making it a refreshing, not too challenging alternative to heavier, more challenging beers. It’s made in a traditional style but with more flavour and premium cues, which is what we think makes it a bit different.”
Yenda Session has been brewed for longer to introduce a fuller flavour to the Yenda line. Johnstone continued: “More and more beer drinkers are now looking to trade up to something a little bit better, and we’ve seen that drive the shift away from traditional mid-strengths towards more contemporary, crafty cues.
“With Yenda Session, we’ve tried to bring that crafty, contemporary edge to the mid-strength category, with a liquid that really delivers when it comes to quality and a fuller flavour.”
Session is being launched nationally in two formats across Australia, in 330ml bottles and on tap, in on-premise venues and selected off-premise retailers and independent bottle shops.
© FoodBev Media Ltd 2018
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