Buddy’s Bourbon Flavoured Beer is a 5.1% ABV beer mixed with honey, sugar and bourbon flavours and is brewed under licence from Buddy’s Brewhouse, Michigan USA.
It is designed to appeal to 18 to 24-year-old men, said marketing director Simon Green.
“Traditional lager is struggling but Spirit Beers are experiencing over 90% growth in both the on- and off-trade channels because consumer tastes have evolved. Further innovation is key to future growth in this area, and we’re confident that Buddy’s carries enough consumer appeal to cement spirit beers as one of the trade’s most exciting and profitable categories,” he said.
The launch will be supported with “prohibition-style PoS” including hats, hessian sacks and Buddy’s Brewhouse Barrels.
Global Brands already distributes Amigos, a tequila flavoured beer, which it says is currently in triple digit growth and at the beginning of this year WKD owner SHS Drinks entered the spirit beer category with Cuvana, a rum flavoured beer, and Dead Crow, a Bourbon flavoured brew.