Heineken expands craft beer range
Heineken has expended its craft beer portfolio with two new brews.
Heineken has expanded its craft beer portfolio with two new brews.
The Maltsmiths Brewing beers range, rolling out now across the trade in draught and 330ml can and bottle formats, comprises a Bavarian-style Pilsner and an American-style IPA (RRP: £1.85 in the off-trade and £4.70 per pint in the on-trade).
Introduced to appeal to the increasing number of beer drinkers looking for flavoursome brews, Maltsmiths Pilsner is described as crisp and clean with pine and citrus notes with an "earthy hoppy character", while Maltsmiths IPA has a caramel base with overlying hop notes of citrus, grapefruit, tropical fruits and pine.
The 4.6% abv duo is brewed at the Caledonian Brewery in Edinburgh, which also produces the Coast Coast, Three Hop and Rare Red craft beers for Heineken.
The launch was about "getting curious beer drinkers into the craft category and expanding their repertoire with more flavoursome beers", said Sam Fielding, head of the new beer team at the Dutch brewer.
"Right now, beer is on everyone's lips - people are talking, debating, experimenting and getting excited about new beers, but the fact is 75% of beer drinking consumers have never tried what is commonly referred to as 'craft beer'," he said.
As part of its strategy to capture a slice of the burgeoning craft beer market, Heineken acquired a 50% share in US beer brand, Lagunitas Brewing Company, in 2015.
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