New Product Round-up

BrewDog teams up with Ricky Gervais, Crown & Hops launches craft beer equality scheme

By Stuart Stone

- Last updated on GMT

More pours: which new products have launched in the past week?
More pours: which new products have launched in the past week?

Related tags Beer Brewdog Social responsibility Lager Craft beer

The latest new product round-up features drinks makers taking on the issues of racial equality and homeless dogs in addition to low and no brew news from Big Drop and Square Root.

8 Trill Pils, Crown & Hops Brewing Co.

California-based beer maker Crowns and Hops has launched the 8 Trill Pils Initiative with the support of independent Scottish brewer and bar operator Brewdog.

Dedicated to achieving racial equity within and around the craft beer industry, the initiative will see the proceeds of new brew 8 Trill Pils Pilsner – available in the United States, Germany and the UK – donated to organisations driving racial equality such as Race Forward, Kwanda and Black Brown Berlin.

According to the initiative’s website, the programme is intended to demonstrate that with investment in black-owned businesses everybody stands to realise the benefit and fiscal impact of racial equity.    

The 5% ABV Pilsner will be available to UK customers with a bespoke label designed by London-based graphic designer, illustrator and artist Kingsley Nebechi.

A Trill Pils​  

Streetdog: BrewDog collaborates with Ricky Gervais 

BrewDog has teamed up with dog adoption charities Dogs on the Streets and All Dogs Matter to help four-legged friends find new homes as part of a partnership inspired by writer, director, actor and comedian, Ricky Gervais.

All profit generated from the sale of limited-edition Punk IPA Street Dog – which showcases profiles of some of the Dogs on the Streets and All Dogs Matter dogs on cans – will be split evenly between the two charities.​   

Fieldhopper Golden Ale, Big Drop​ 

Alcohol-free brewer, Big Drop, has added Fieldhopper Golden Ale to its range of award-winning 0.5% ABV craft beers. 

The lightly carbonated, vegan-friendly, golden ale is just 41 calories per bottle and is the first single hop style from Big Drop - using the East Kent Goldings variety. It is described by the brewer as having earthy, honey flavours with the aroma of orange blossom and grapefruit. 

“We're all fans of the classic British country pub and wanted to create a beer to celebrate that, drawing inspiration from a late summer ramble to reach our favourite watering-hole,” Nick Worthington, commercial director of Big Drop, said of the launch. 

“So we sought out the most renowned British hop and made it the central character of Fieldhopper in all its rustic glory. The result will now be a permanent fixture in the Big Drop range as it’s a very popular style that also happens to answer the call for more vegan-friendly AF options.”


Square Root partners with sober influencer to crowdsource new AF cocktail

To help come up with its next pour, East London soda maker Square Root has partnered with Millie Gooch – author of The Sober Girl Society Handbook and Sober Girl Society founder – to ask her social media followers what cocktail they miss the most. 

Based on feedback from an open-forum discussion on the Sober Girl Society’s Instagram channel, Square Root will put three cocktail choices to a popular vote with the most popular style then offered in three different flavour varieties and put to a final vote with the winner join the likes of alcohol-free Gin & Tonic and Negroni pours in Square Root’s range.

“I am over the moon to be working with Square Root on this collaboration, having been a fan of their sodas since discovering them at the Club Soda Mindful Drinking Festival,” Gooch said. 

“Our members are always asking for recommended alternatives of their favourite cocktails and sometimes there just isn’t one, so it’s amazing to be able to engage our community in this project, bridge the gap between brand and consumer to find out what non-drinkers really want and help Square Root expand their already exciting range.”


Ten Locks adds Nusa Cana, Applewood Gin and West Cork Irish Whiskey

New Manchester-based drinks company, Ten Locks, has unveiled Nusa Cana Rum, Applewood Gin and West Cork Irish Whiskey as the first brands to be welcomed into what its founders hope will become a diverse portfolio of around 20 premium on and off trade brands. 

Named in tribute to the Manchester Ship Canal, Ten Locks is the sister company of Kingsland Drinks.

“Through these first spirits, the portfolio is starting to speak for itself; brands of quality, distinction and purpose,” Ten Locks’ Becky Davies said. “They bring new tastes, fresh perspectives and true sense of excitement to the on trade and off trade. 

“With their defined and clear proposition we know each brand has a commercially relevant place in the market, and will quench the thirst of consumers seeking brands that demonstrate authenticity, credibility and quality, whilst taking measures to ensure and improve elements of sustainability and ethical practices. 

“We are hugely excited to welcome these brands to the UK drinks trade, and we can’t wait to unveil the rest of the portfolio, which is shaping up to be something very special.”

Ten Locks

Lux Row Distillers launches second limited-edition Rebel Yell 

Kentucky-based Lux Row Distillers has unveiled a second limited edition release of Rebel Yell bourbon in the UK following the success of the brand’s French Oak Finish last year.

This latest release sees Rebel Yell Kentucky Straight Bourbon finished in cognac casks for six months, which gives the whiskey a golden amber colour and hints of oak and dark berries aromas. The 45% ABV serve also boasts notes of caramel, toasted sugar and raisins

“Secondary finishing is having a huge renaissance in the bourbon category, as it really appeals to consumers who typically value age statements and vintages in spirits,” head blender John Rempe explained. “This is particularly true in the UK and Europe, where a secondary finish in bourbon is regarded as a yardstick for creative and complex flavours that must be tasted and savoured.

“Last year’s special finish of Rebel Yell was a bit of an experiment to test demand amongst the brand’s European fanbase and to reward their loyalty. It proved such a hit that it inspired us to create this year’s cognac finish.

“The challenge for us was to create another limited-edition Rebel Yell that was distinctly different to the spicy, chocolate and ginger taste of the French Oak in 2019. The cognac casks really do give the bourbon a completely different character, with the subtle taste of raisins setting this year’s release apart.”

Rebel Yell

Think Drinks launches Stippl

Soft drink brand Think Drinks has launched non-alcoholic range Stippl, a premium prosecco and sparkling rosé wine alternative.

“Consumer habits are changing,” Marcia Genjelian, managing Director at Think Drinks commented. “With a 42% increase of searches with the word ‘mocktail’ and Google trends reporting consumers explicitly mention ‘non-alcoholic’ 81% more often than one year ago, it’s time drink brands offer inclusivity around all drink offerings.

“Our rosé wine and prosecco are for those who are seeking a great time minus the alcohol, a premium alternative to drinking.”


The Medatini, MEDA

Premium wellness drink brand, MEDA, has extended its range of products to include what it claims is London’s first ready-to-pour vodka Espresso Martini – The Medatini.

Created by founder Adam Feldheim in tandem with Luís Simões, former beverage director at Annabel’s in Mayfair, The Medatini is pre-bottled with premium vodka.

​MEDA claims The Medatini represents a twist on London’s most popular cocktail yet contains only half the sugar and calories of a standard serve. 

The new 12.5% ABV pour includes CBD, cold brewed coffee, Jamaican rum, vanilla and caramel flavours.


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