The new offering, Brooklyn Pilsner (4.6% ABV), is now available in 50L kegs and will be available in 20L DraughtMaster from May, with the Pilsner set to be rolled out to on-trade outlets nationwide.
Operators already secured to serve Brooklyn Pilsner include Young’s, Marston’s, and Byron Burger, with a separate off-trade launch planned for later in the year.
CMBC vice president of marketing John Clements said: “Brooklyn Brewery is extending into the bigger premium space because there’s a thirst for something new amongst world lager drinkers.
Reinvigorate the category
“Within the premium world category, only 32% of UK consumers are happy with the selection on offer and 76% would consider a new beer brand.
“We know they’re looking for something flavourful, but also accessible with 55% most likely to try a pilsner, there’s a clear opportunity here to reinvigorate the category with a new great-tasting premium option.”
The new variant form Brooklyn Brewery joins the company’s other award-winning beers, such as craft Brooklyn Lager, Defender IPA, and low-alcohol Special Effects.
Providing a good balance of maltiness, floral and fruity aromas, Brooklyn Pilsner outperformed a key competitor in the on-trade with nearly double the purchase intent, according to Nielsen consumer research.
With world lager the fastest growing category within total beer, up 3.9% vs last year, according to On Trade Power, the new Pilsner on the market has primed the brewery to make the most of this opportunity.
Clements added: “It’s important for us to have a pilsner in our Brooklyn portfolio, it’s a classic style loved by so many beer drinkers, this is about putting the soul into scale.
“We are confident this is one the very best tasting pilsners out there. It’s crisp, bright, refreshing, and premium, and we believe it will become one of the stalwarts of our range.”