Beer and cider sommeliers, along with former cocktail managers, have been brought together to curate the collection, which includes Rekorderlig, Blue Moon, Staropramen, Sharp’s Atlantic and Franciscan Well Chieftain IPA, among others.
The selection also includes Molsons Coors’ new 5.5% ABV Mexican-inspired fruit cider Tepacho, which was revealed for the first time as part of the Brew + Press launch.
Brands in the range:
- Blue Moon
- Sharp's Atlantic
- Sharp's Wolf Rock
- Franciscan Well Chieftain IPA
Brew + Press representatives will “bring brands to life in outlets” through activation campaigns and immersion events, according to Molson Coors.
Beer Sommelier for the new initiative Ed Hughes said: “The brewing industry has traditionally been shy in educating people on the different styles and flavours of beer and cider.
Providing an understanding
“The average beer drinker generally only knows whether they prefer lager, ale or stout. The average wine drinker can name a grape variety or perhaps a region.”
Through its activation events, Brew + Press aims to increase consumer awareness of beer and cider provenance and to boost the population’s understanding of the liquids, he added.
New cider brand Tepacho, a lightly sparkling pineapple-flavoured apple cider available in 330ml bottles, is currently on trial in London venues and is aimed at 18 to 34-year-olds.
The liquid has been inspired by the Mexican street drink Tepache, a fermented drink made from the rind of pineapples that is usually sweetened with brown sugar and flavoured with cinnamon.
Molson Coors claims the cider is the “first of its kind on the UK market” and lends itself well to “fiesta-type” occasions.
Portfolio brand director for Molson Coors Ali Pickering said: “Designed to be eye-catching and unique, Tepacho appeals to consumers who want to live a fun, experimental and colourful life – what we call a ‘La Vida Mexicana’.”
“Tepacho brings Mexican culture and values to life, offering UK drinkers an exhilarating fresh twist on the fruit-cider sector.”
Exclusive on-trade pilsner
Earlier this year Molson Coors launched a new light 4% ABV pilsner exclusively for the on-trade called Pravha, which was revealed first to The Morning Advertiser (MA) and is an extension of its Staropramen Czech lager brand.
Pilsners are growing in popularity among consumers as they seek more "sessionable", yet characterful, beers and lagers according to beer experts.
Veltins managing director of vertical drinks Steve Holt told MA in a video interview that consumers looking for hoppy, craft ales were also seeking beverages that “weren’t as challenging” on their taste buds.
Meanwhile, Pilsner Urquell’s beer master Robert Lobovsky warned in an exclusive podcast that sessionable beers were under threat of disappearing as a result of the proliferation of stronger craft brews coming onto the market.
He told MA: “In the world of craft beers, where the scope has become all about different flavours, sessionable is something that seems to have disappeared over the past couple of years to a certain extent.”