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Heineken launches new Maltsmiths craft beers
10/03/2017 - 07:00
Heineken has launched two new beers, a Maltsmiths Pilsner and Maltsmiths IPA, as they aim to expand their repertoire to include ‘craft’ beers.
The Bavarian-style Maltsmiths Pilsner has pine and citrus notes with an earthy hoppy character. The American-style Maltsmiths IPA has a caramel base with hop notes of citrus, grapefruit, tropical fruits and pine
The beers, created from scratch by Alex Brandon-Davis and Sarah Bartels, are both 4.6% ABV and are available in a 330ml can and bottle and on draught.
Sam Fielding, head of the new beer team at Heineken, said: “People are talking, debating, experimenting and getting excited about new beers. But the fact is, 75% of beer, have never tried what is commonly referred to as ‘craft beer’.
“We can have a positive impact on this sector of the market. We have the capabilities to educate and support retailers with their offering. This is about getting curious beer drinkers into the category and expanding their repertoire with more flavoursome beers – which will be a springboard for them to discover beers from the 1,500 breweries in the UK.”
Both beers have an RSP of £1.85 off-trade and £4.70 per pint on-trade.