John Hunt, former executive director of global strategy at Heineken, has spent a year developing the beer, called Dune Surfer.
“In most European markets global drinks companies are facing a long term trend in falling volumes especially in established mainstream brands,” he said.
“Growth is being driven by innovation but is often retro and evermore inward looking – reinforcing the boundaries of existing categories such as premium, flavoured, less alcohol, low gluten.
“With Dune Surfer I wanted to create a ‘New-Wave’ beer, an innovative beer with attitude, a genuine cross-over adult drink that can break-free of narrow drinks categories and appeal to existing beer drinkers and new consumers who don’t like the taste of normal beer or just find it boring.”
It will be available from this autumn.