Drinks sampled at The MA's second Virtual New Products Showcase

27-May-2021 - Last updated on 01-Jun-2021 at 07:55 GMT

Tasting feedback: operators also had their say on the products

Related tags Lager Cider Low to no Craft beer

A plethora of drinks were sampled as part of The Morning Advertiser's Virtual New Products Showcase.

The event, the second of its kind, showcased tipples from across the drinks sector, which have launched recently.

Attendees received boxes featuring a range of drinks such as hard seltzer, cider, pale ale alongside alcohol-free beer to taste.

The latest New Products Showcase included:

Truly Hard Seltzer

Over the years, many trends have originated the US, hopping over the pond to take the UK by storm.

The wellness trend has grown in popularity in the UK, and the hard seltzer category is no different.

A hard seltzer is an alcoholic sparkling water, and Shepherd Neame has continued to leverage their strong partnership with the Boston Beer Company to bring Truly Hard Seltzer to the UK. This brand is leading the category innovation in America, and is the US’s #2 hard seltzer.

Currently available in two flavours in the UK, Black Cherry and Wild Berry, it’s the perfect drink for lighter occasions, with just 100 calories per 355ml can and 1g sugar. There are also no artificial sweeteners and it is made using all-natural flavours!

Contact Rose Davis (comms@shepherdneame.co.uk) to discuss listing.

What the delegates said:

"Truly Seltzer - good branding, tasty product. I liked the cherry best. It's a growingly competitive market out there for seltzers so the opportunity to try provides a much higher probability I'll stock that product versus those on the market I haven't tried."
"The seltzer were interesting in that I doubt I would have tried them otherwise."

Inch’s Cider

Inch’s is a new, sustainable apple cider on draught – created to bring vibrancy back to mainstream apple cider and engage younger consumers.

Made from 100% British apples, grown and sourced 40 miles from its mill in Herefordshire, Inch’s is a lightly sparkling, ‘medium apple cider’ that goes that “extra INCH” by turning ALL its apple cider waste into green energy. Gen Z and millennials prefer to buy brands that have a social and environmental commitment, meaning Inch’s has the green credentials to appeal to a younger audience – boosting footfall and revenue opportunities.

Perfectly balanced between sweet and dry, Inch’s has exceptional taste credentials, with four out of five 18 to 34-year-olds preferring the taste to that of the nearest competitor . It is also gluten free and vegan .

Around 5m pints of apple cider are poured in the on-trade every week and mainstream brands account for every two in three pints of apple cider, yet the introduction of Inch’s is set to inject some much-needed excitement into a declining category. Delivering the widespread appeal of a modern, refreshing cider, Inch’s is a sustainable option for a new generation of drinkers.

Click here for more information on Inch’s Cider. Contact your Heineken sales representative or local wholesaler for more information on stocking Inch’s on draught.

What the delegates said:

"I'm going to stock Inch's cider and Truly Seltzer. I'd have stocked the Pale Ale but it's only in keg format in my region."
"It's often tough to find exciting new products. Inch's in particular is not a brand I'd heard of so this gave a great opportunity to sample, find my RTM and stock it!"
"Inch's cider - cracking cider, full apple flavour and crisp taste. Nice mouth feel, not too sweet and a lovely after taste."
"We thought the cider was the stand-out product."

Alcohol-free beer from Nirvana Brewery

We’re Nirvana Brewery, the UK’s only dedicated alcohol-free brewery. We’ve been changing the game in no alcohol beer since 2016, bringing better choices to a wider audience and leading the no/low movement in the UK.

The midweek drink hasn’t disappeared, it’s just going lower ABV, with 57% of drinkers saying they will drink no/low alcohol in the pub. With our range of beers all under 0.5% ABV, you can stay on-trend with the booming popularity of no/low and enjoy higher margins and repeat purchases by upselling from soft drinks to quality adult alternatives.

Bavarian Helles Lager

Bavarian Helles Lager is Nirvana Brewery’s flagship beer, left unfiltered for maximum flavour. This lager is crisp and clean on the palate, with an immaculate balance of malt and hops.

Just as you’d expect from a Helles, we use a blend of traditional Pilsner and Munich malts which give distinctive bread and biscuit notes and a pleasant sweetness. Hallertau hops give this lager hints of apricot and honey, leading to a nectar finish and rounding off with a gentle hop bitterness.

Its award wins include Great Taste, Best Lager at the AF Beer Awards, and bronze at the World Beer Awards.

The full range

All our beers are vegan and made with just four natural ingredients: water, hops, malt and yeast. We brew with the same love, care and attention you’d expect from any great craft beer.

Our beers are true craft; we’re pushing the limits of what’s possible by reinventing classics and creating modern, adventurous styles for the discerning beer drinker. Nirvana has a full range of beers under 0.5%, from stouts to IPAs, hoppy ales to classic cask style.

To organise samples of the full Nirvana Brewery range or discuss further, email trade@nirvanabrewery.com quoting "Morning Advertiser".

What the delegates said:

"The alcohol-free beer is a great product which wouldn't have been on my radar without the event."
"I found the non-alcohol lager an excellent product."
"I particularly likes the Nirvana Alcohol free beer."
"I really enjoyed the low alcohol lager."

Bear Island East Coast Pale Ale

Bear Island East Coast Pale Ale is brewed using a fusion of US and UK hops to celebrate Shepherd Neame’s great trading past, delivering a brilliant craft ale.

Cascade and Amarillo hops imported from the US combine with native British Boadicea hops, in this deep gold American Pale Ale. Light caramel notes meld with a robust bitterness, boasting citrus, pine and fruit aromas.

Customers want a craft offering in the on-trade, but want it from a trusted, authentic brewer. Shepherd Neame’s Bear Island delivers this, and is all about getting customers to discover something new and be more adventurous – this is reflected in the bright, playful brand – which offers fantastic standout on bar.

Contact Rose Davis (comms@shepherdneame.co.uk) to discuss listing.