Harvey’s to launch new canned range

By Daniel Woolfson

- Last updated on GMT

Harvey's: younger demographic 'clearly attracted' to canned format
Harvey's: younger demographic 'clearly attracted' to canned format

Related tags: Beer

Sussex brewer Harvey's is to release three canned beers following the launch of its flagship Best Bitter in the format last year. 

The brewery, which recently underwent a major rebrand, will officially launch the new range, which includes Gold Bier (4% ABV), Malt Brown (4.8% ABV) and Black Stout (4.7% ABV), which it introduced to its portfolio in keg​ last year, at the Craft Beer Rising festival in London later this week.

Harvey’s spokesman Bob Trimm said: “We believe cans give us the opportunity to engage with a demographic and a route to market that would not have considered us solely as a cask ale producer.”

Harvey’s first foray into canned packaging came when it was asked to supply beer for the British Airways i360 viewing pod in Brighton, East Sussex, last year.

Trimm said: “They were unable to dispense draught beer and there was a restriction on glass bottles so we decided to put our Best Bitter into a can.

“With our new branding on the cans, it created a whole new market for us with a younger demographic clearly attracted to our beer – some of whom told us they would never have tried it if they’d only come across it in cask.”

Related topics: Beer

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