Bass launches Mojo as UK's first lager-based energy drink

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Related tags: Energy drink, Alcoholic beverage, Bass brewers

Bass Brewers has unleashed the UK's first alcoholic lager-based energy drink across the country following a successful trial period.Mojo, made with...

Bass Brewers has unleashed the UK's first alcoholic lager-based energy drink across the country following a successful trial period.

Mojo, made with energy stimulants such as caffeine, guarana and damiana, has been on regional trial across the UK since its test launch last summer when it was released alongside a number of new concepts including Cru, a champagne lager, and a new cider called Fat Apple.

Mojo is the second of these products to be given the green light for national roll-out by Bass, following Arc's expansion, and is the first product to merge the premium packaged lager (PPL) and energy drink markets.

The phenomenal growth of the energy drink sector in recent years, spearheaded by market leader Red Bull, is showing little sign of slowing down although, until now, all alcoholic versions have been flavoured alcoholic beverages (FABs) such as Bass Brewers' own Red and Blue range and Vodka Reaction from Beverage Brands.

The launch of Mojo, and last month's release of Strongbow Spice from Bulmers, comes at a time when the beer industry is coming under fire for its lack of innovation in its fight against the premium packaged spirits (PPS) sector.

Bass Brewers sales managing director, John Holland-Kaye, said: "It is vital to keep innovating the premium packaged drinks market - Mojo is an example of our commitment to developing new brands to meet changing and varied consumer tastes in this sector."

Of Bass Brewers' other new products currently on trial, Twisted Vine - a range of fruit spritzers targeted at women - is currently on hold, while Fat Apple and Cru are "still in development" according to a company source.

Mojo has already been taken on by the National Union of Students, which boast more than 400 bars, and is designed to both FAB drinkers as well as lager drinkers. It will benefit from a national advertising drive, venue support and a sampling campaign.

Related topics: Beer, Soft & Hot Drinks

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