Tennent's brewer launches ‘premium’ bottled ales

By Nicholas Robinson contact

- Last updated on GMT

Three bottles: Tennent's new premium ales
Three bottles: Tennent's new premium ales

Related tags: Brewing

Tennent's lager maker the C&C Group has launched three bottled ales in response to increased consumer demand for premium beers.

Over the past six years desire for bottled ales has grown by 92% (£257m) according to research from the brewer, which also produces Caledonia Best, Hee Haw and Magners cider.

The three new beers are: Outpost IPA, developed using a recipe influenced by early pale ales made by Tennent Caledonian; Double Hop, a slightly sweet and fruit-flavoured beer with citrus notes; and Hopscotch, a whisky oat beer with smoky wood flavours.

Under 35s

According to the producer’s research, one in five bottled-ale shoppers are under 35 and 66% of customers want more variety.

The beers will launch across the UK on-trade this month. Marketing will focus on the use of Scottish ingredients in the production, including water from Loch Katrine and locally-sourced malted barley.

Tennent’s senior brand manager Wendy Espie, said: “The premium bottled ale market is expanding quickly and there is real consumer demand for high-quality beers, something two-thirds of beer drinkers believe is worth paying more for.

“Premium ale is currently the most innovative category in drinks and there is a clear consumer desire to seek out and try new products, with over half of beer, wines and spirits shoppers saying they like to try new and different products.”

In 2016 the Tennent's brewery was named the beer destination of the year at the Scottish Beer Awards,​ which celebrated the best beers produced in Scotland.

‘Now brewed in Scotland’

At the time, judging panel chair Hillary Jones, said: “The Scottish Beer Awards recognises the fantastic range of beers now brewed in Scotland.

“With such a large amount of high-quality premium product available, the brewing industry in Scotland can continue its growth in the UK and internationally with great confidence.

“Winning a Scottish Beer Award is a tremendous badge of honour and we wish our winners and finalists the best of success.”

Related topics: Beer, Ale & Stout, Lager

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