So what's new?
Latest launches and new brews to consider stocking at the bar.
HARTWALL ORIGINAL – SPIRIT OF SCANDINAVIA IN A CAN
Hartwall Original Long Drink combines a refreshing mix of Finnish premium gin cut with a tang of grape- fruit soda. Now, beverage manufacturer Royal Unibrew, is making Original Long Drink widely available across the UK.
First created for the 1952 Helsinki Olympics, Original Long Drink was intended to help restaurant and bar owners cope with the unprecedented crowds of international visitors descending on the city during the games. The cocktail in a bottle could be easily stored served, and consumed in a convenient ready to drink format and production has continued to this day.
The drink uses a Finnish artisanal gin and is pre- sented in easily identifiable packaging, available in a choice of 330ml cans and bottles which are reminis- cent of the torch used to light the Olympic flame in 1952. Better known as ‘Lonkero’ (Finnish for Long Drink) in its native region, Hartwall Original Long Drink has a 5.5% ABV making it a great alternative to pre-mixed beverages.
WHYTE & MACKAY – SCOTCH FOR YOUNGER DRINKERS
The Woodsman is a new contemporary Blended Scotch Whisky which aims to recruit younger drinkers into the Scotch category by ‘giving traditional blend behaviours and flavours the chop’.
The Woodsman (40% ABV) is matured using a mix of freshly-built oak casks from Ohio, which gives it a hint of vanilla and spice and ex-Bourbon barrels double-scorched in Scotland ‘for an extra depth, adding more vanilla sweetness and a hint of woodsmoke’.
The tree-inspired bottle with debossed and embossed detail aims to capture the spirit of the great outdoors providing ‘a stylish look and exceptional back bar stand out, especially with younger con- sumers looking for something different’.
Recommended serves include a Maple Syrup Old Fashioned, a Woodsman & Ginger Beer, or simply mixing with cola.
Steven Pearson, Global Marketing Director at Whyte & Mackay, said: “Our research showed us there are younger consumers drinking across several categories but avoiding Scotch because they’re put off by traditional category cues. We recognised this as an opportunity to tap into the continued growth in brown spirits drinkers and bring to market a blended scotch with a unique flavour profile and a rich and innovative production story.”
CORONA – HARNESSING THE SUNSET MOMENT
Corona’s helping its customers to harness the ‘sunset moment’. The beer’s latest campaign ‘Outside is Our Best Side’ sees events taking place in licensed premis- es across the country, with additional merchandising support to help generate footfall, increase dwell time and drive rate of sale.
As well as increasing footfall, solar powered DJ booths at various venues align with the brand’s com- mitment to help protect the environment, following its recent partnership with Parley to take action on the issue of marine plastic pollution.
A Corona sunset clock, Corona branded deck chairs and Corona ice buckets form part of the pro- motional support packages. Corona brings con- sumers into bars in the earlier hours of the evening, with 79 per cent of Corona consumers visiting them between 5pm and 8pm (CGA BrandTrack, Daypart Usage in General ).
GOLD FOR BREWHOUSE & KITCHEN BELGIAN-STYLE BLONDE
Brewhouse & Kitchen have taken gold for their Belgian-style Blondes, ‘Head Turner,’ and have earned the accolade of ‘Best in the country’ for their Milk Stout ‘Treason’ at the World Beer Awards.
Head Turner is a limited-edition triple hop blonde brewed in Southbourne, praised for its punchiness and bold flavours, while Treason is a chocolate milk stout with deep flavours and a velvety taste.
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BUD LIGHT BECOMES BEER OF ENGLAND FOOTBALL TEAM
Bud Light has become the Official Partner and Official Beer of the England football team.
Bud Light’s position as Official Partner will see the brand support the team with an increased presence at Wembley Stadium connected by EE, the home of England football, with brand advertis- ing and a take-over of the bars on the Club Wembley level over the next year.
Aina Fuller, Marketing Manager at Bud Light UK, said: “Since hitting the UK in 2017, Bud Light has ‘Dilly Dilly’d’ across the country, and seen some of the strongest growth across the category. This exciting new partnership allows Bud Light to share its passion for football with British fans, allowing us to engage an even wider audience.”
Bud Light is taking on the position as Official Partner of the England Senior Men’s Team and the Official Beer of the England Men’s team as part of a wider, long-term partnership announced between Budweiser and the FA earlier this year, which includes sponsorship of Wembley Stadium connected by EE and Budweiser renewing its cur- rent partnership with The Emirates FA Cup.
HOGS BACK TO DOUBLE HOP YIELD WITH NEW SITE
Hogs Back Brewery is predicting a top-quality hop harvest this year, with the impact of the long, hot summer raising expectations of quality over quantity.
With plans in hand to relocate the hop garden to a much larger site for 2019, the fourth and final harvest on the existing hop garden will take place mid-September, after which the process of trans- ferring hops, and planting new ones will begin.
Estate manager Matthew King said: “This is the first extended period of dry and hot weather we’ve experienced since planting the hop garden in 2014. Hops thrive on heat and sunshine, but the lack of rainfall has affected their development. They are drawing water up to the top of the plant which is looking very healthy, but we’re not seeing as much lateral growth lower down.
“For this reason, we’re expecting this year’s har- vest to be more about quality than quantity. We’ve learned a lot this summer about how hops respond to hot and dry weather, which will stand us in good stead when we move to our new hop garden.”