new product round-up

BrewDog launches Elvis AF, Phillip Schofield adds to wine range

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 Drink Wine Spirits

The first new product round-up of 2021 includes another low and no twist on a BrewDog staple and TV’s Phillip Schofield adding a second wine to his growing range.

Signature Brew unveils black IPA Nocturne 

East-London based beermaker Signature Brew has created 6.66% ABV Nocturne Black IPA – a blackened beer which is one of the first to feature Yakima Chief Hop’s new strain, Talus. 

One of the first beers in the world to utilise the new hop, Yakima Chief Hops visited the Walthamstow brewery to help brew the beer. 

The brew features grapefruit and violet notes alongside tropical fruit and roasted malt flavours. 


Thomas Lowndes launches premium RTD cocktail range

Thomas Lowndes, the food and licensing division of Edrington-Beam Suntory UK, has launched its 1826 range of handcrafted cocktails made with premium ingredients.  

Founder Thomas Lowndes started the business by importing and exporting spirits around the globe, all the way back in 1826 which is where the brand gets its name.

The full range includes the Old Fashioned, Cognac Espresso Martini, Smoky French Martini and the Mint Julep.


Sourz releases strawberry variant

Spirit brand Sourz has announced the launch of Sourz Strawberry – the seventh addition to its core range.

The new addition to the Sourz range aims to attract younger adults to the liqueurs category and provide those looking for a low ABV alternatives with a more diverse range of flavours to choose from. 

“We’re very excited to announce the launch of Sourz Strawberry to the Sourz range,” Nick Ganich, head of brands at Edrington-Beam Suntory, said. “We’re always looking for new and exciting ways to engage with consumers and we’re certain this delicious addition will do just that.”


BrewDog launches alcohol free Elvis Juice 

Independent Scottish brewer and bar operator BrewDog has unveiled new alcohol-free pour Elvis AF as yet another low and no twist on its core range.

Boasting the orange and pine notes, citrus flavours a solid malt base foundation of its stronger sibling, Elvis Juice – but without the alcohol – Elvis AF joins the likes of Nanny State, Punk AF and Lost AF in BrewDog’s alcohol free range.

Elvis AF

Hyde Irish Whiskey secures UK distribution 

Award-winning Irish Whiskey Hyde has launched in the UK and will now be distributed by luxury drinks brand development platform Boutique Brands.  

The spirits are aged in unique barrels including toasted Oloroso Sherry Hogshead casks from Spain, dark rum from Barbados, bourbon barrels from Kentucky and ex-Burgundy vintage Pinot Noir casks from the Cote’d’Or vineyards near Dijon, France. 

Hyde Irish Whiskey is already distributed in a large number of countries including the USA, France, Japan, Canada, the Netherlands, Germany, Ireland and Italy.

“We are delighted to have secured new distribution in the UK, to expand our reach so even more people can enjoy our hand-crafted bonded Irish whiskey,” co-founder Conor Hyde explained. “We look forward to working closely with Boutique Brands on securing new listings in retail and the on trade.”


Celia Czech lager to hit the UK 

Premium craft British pale ale brand Empress Ale has acquired the distribution rights for Czech Lager, Celia.

Launched in 2012 and brewed in the cellars of a 14th century castle in Zatec, in the Czech Republic, Celia is available in dark and organic variants.

What’s more, it is a gluten and wheat free, organic and vegan friendly pour made from three key premium organic ingredients – Moravian Malt, Saaz hops and locally sourced water.

“Since we launched Empress Ale  our mission has been to provide desirable eateries with a British-made, quality craft beer,” Empress Ale founder and managing director, Surj Virk, explained. 

“We have always aimed high and seen sales solidly increase despite exceptionally challenging market conditions. 

“Celia represents an ideal fit for our portfolio both in terms of ethos and mission; it’s premium, great tasting, the perfect complement to food and is backed by an enviable heritage and provenance.”


Phillip Schofield and When in Rome launch flat bottle wine 

Sustainable wine company When in Rome Wine and wine enthusiast and TV presenter Phillip Schofield have joined forces to launch what they claim to be the world’s first celebrity endorsed wine in Garçon Wines flat bottles design. 

When in Rome and Schofield have been working together since the start of 2020 and add their sustainable pour to the Italian organic Nero di Troia wine in Schofield’s growing range.  

“My mission is to bring premium wines to market that provide wine lovers with more sustainable options when purchasing, without compromising on quality,” Phillip Schofield said of the collaboration. 

“I worked very closely with When in Rome and Garçon Wines to deliver this concept to market and bring more choice to consumers when they shop. 

“I’m really proud of how my range is developing and how, with When in Rome we can continue to champion sustainability within this category and evolve and strengthen alternative format packaging.”


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