New product round-up

Dame Vera Lynn beer raises £1,274, Rob Burrow MND charity brew revealed

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 Low to no

A beer-themed product round-up includes news from Magic Rock, Seven Bro7hers Brewing Company, Duvel and Bedlam Brewery.

Magic Rock launches low alcohol vegan pale ale

Huddersfield-based beer maker Magic Rock is entering the no and low market for the first time with new 0.5% ABV mango and passion fruit pale ale, Freeride.  

Using a combination of Citra, Mosaic, and Simcoe hops, Freeride is brewed to offer the “bite of a huge IPA”, but with a fraction of the alcohol, according to its creators.  

Magic Rock customers are eligible for Little World Beverage’s Cash Flow Scheme, which aims to support pubs and bars post-lockdown. 

Venues that agree to list its beers for 12 months are entitled to free stock, up to a maximum of 12 kegs for three lines.


Rugby League’s Rob Burrow launches Seven Bro7hers charity beer 

Salford-based Seven Bro7hers Brewing Company has teamed up with rugby league star Rob Burrow to launch a limited-edition charity lager to raise money for the MND Association. 

Launching in March, the craft pilsner is 5% ABV, with the can emblazoned not only with Burrow’s nickname, Roadrunner, but the former Leeds Rhinos player’s signature.

The brewery will be donating 60% of the profits from the beer to the MND association.

Burrow, an eight-time Grand Final winner with the Rhinos from 2004 to 2017, was diagnosed with Motor Neuron Disease in December 2019.

“I’m so proud to have a beer named after me by Seven Bro7hers,” Burrow said. “The name came from Rugby League commentator Michael Stephenson MBE, he would often refer to me as the ‘Road runner’.”

Speaking about his condition, Rob added: “I’m doing okay and feeling good. I’m slowly deteriorating but my head is in a good place, I am always optimistic and feel really good about my future. I’m thrilled that some of the people suffering from MND will be able to benefit from the proceeds of this beer. 

Challenge Cup final winner and former England Rugby League star, Nathan McAvoy of Seven Bro7hers, said: “To us Rob is one in seven million, an amazing player and family man, doing a fantastic job to raise awareness in the fight against this awful disease. It has been an honor to collaborate with Rob to bring to life his sporting legacy on the can.

“It is hard to not be incredibly moved by his story, and we hope everyone supports the beer as all proceeds will help to tackle MND and fund research for cures.”


Bedlam Brewery raises £1,274 from Dame Vera Lynn charity beer 

Bedlam, an award-winning craft brewery near Ditchling in East Sussex, released The Dame limited 4.2% ABV amber ale dedicated to Dame Vera Lynn, the ‘forces sweetheart’, who sadly passed away last year. 

As a thank you for her lifetime of national service, Bedlam pledged to donate 20p from every bottle or pint sold to the Dame Vera Lynn Charitable Trust, eventually selling 4,608 pints in cask and 1,765 500ml bottles, with £1,274 eventually raised.

“As we said when we released The Dame in October, we were deeply saddened to learn of the death of Dame Vera last year, who leaves so many wonderful memories of the positive messages she portrayed during a dark period in our nation’s history,” Danny Hoskins, sales director, commented.

“We were delighted with how well The Dame was received during these challenging times, as many of our customers took the opportunity to raise a glass in her memory and also to make a small contribution to causes dear to her heart. 

“I’m even more delighted to be able to present the cheque to Virginia and Tom today standing in a garden of daffodils as we all look forward to more positive times.” 

Virginia Lewis Jones, Trustee, added: “We are thrilled that the beer has been popular and sold so well - and are extremely grateful for Bedlam’s interest and involvement with the Dame Vera Lynn Charitable Trust.  We send a great big thank you for your generous donation.”


Hepworth unveils first line of canned beers

West Sussex-based Hepworth & Company Brewery has released its first range of canned beers to supplement its existing bottled and draught ales offer.

The Charger (5.5% ABV) and Crazy Horse (5% ABV) will now be available in 330ml cans.  

Charger is an IPA created from four British hops while Crazy Horse is an American style Pale Ale, brewed with American Chinook and Cascade hops.

Discussing the launches, head brewer and managing director Andy Hepworth said: “We chose to can our two most popular craft beers as demand has increased for home delivery during the pandemic and packaging our product in this way makes it much easier to distribute nationwide. 

“There is also a need for more highly hopped beers such as IPAs and APAs to be canned as well. As we have launched a couple of beers in these categories in recent years, we feel it is a natural progression to put them in cans to reach a wider audience.”

Crazy Horse

Duvel launches commemorative brew 

The Duvel Moortgat family brewery is marking its 150th​ anniversary with the launch of Duvel 6.66%, a new variant the brewery's blond flagship beer.

The new brew joins the likes of the original Duvel 8.5% ABV and Duvel Tripel Hop Citra 9.5% ABV in the Duvel Moortgat portfolio.

“To celebrate the 150th​ anniversary of our fourth generation family brewery, we were looking for a recipe that would be both accessible and full- bodied,” CEO Michel Moortgat said of the launch.  

“This is a 100% Duvel, brewed with the finest ingredients and with the characteristic refermentation in the bottle, as with Britain’s bottle-conditioned ales. There are at least 666 good reasons to drink this beer; and helping to support the British hospitality industry with Duvel’s electricity is certainly one of them.”

Duvel’s brewmaster Hedwig Neven, added: “Our long brewing experience with aromatic hops and the highly successful collaboration with the Amsterdam city brewery ‘t IJ’ last year have formed the basis for this new Duvel. 

“With our own, unique Duvel yeast and a blend of three expressive malts, we created a beer that’s full-flavoured yet mild and accessible. 

“By leaving the beer partially unfiltered, we also obtain a light, natural cloudiness. Duvel 6.66% will be available both on tap and bottled, a fantastic addition to the existing Duvel and Duvel Tripel Hop range that we have already brought to Duvel fans”.



Electric Bear launches trio of new beers

South west-based Electric Bear has unveiled a trio of new pours set to launch over the course of the next month. 

The new brews include 5.2% ABV Mokoko Chocolata, a local collaboration between Electric Bear and Bath-based café and roasters, Mokoko; 5.5% ABV Never Mind The Buzzwords Black Forest Gateau Sour and 8% ABVI Can’t Believe It’s Next Tuesday chill chocolate stout.

Electric Bear

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