Under the new agreement LWC Drinks will have exclusivity over the distribution of Camden’s Eazy Hazy IPA in draught format in the Independent Free Trade in a bid to “drive volume and reach” for the brewer, which is owned by Ab InBev.
Budweiser Brewing Group commercial controller Tom Mitchell said: “Camden Town Brewery is delighted to join forces with LWC for the launch of our new Eazy IPA in the on trade.
“The extensive national reach of LWC, coupled with the collective strength of their sales force, makes them a great partner to get our freshest IPA out to pubs and bars across the UK.
“Given the remarkable growth witnessed by both LWC and Camden Town Brewery in recent years, we are excited to further grow the craft beer category together and deliver more value to our shared customers.”
Taking inspiration from New England style session IPAs, Eazy Hazy IPA (5% ABV), which launched in the off-trade in March last year, combines Citra and El Dorado hops with Camden’s brewing techniques, resulting in a juicy beer boasting citrus and peach flavours.
The brew will be available for outlets direct from LWC as part of its signature range in 30L keg format from Monday 5 February.
For a limited time only, venues will also receive a free PoS kit including glassware, bar runners and t-shirts upon installation.
LWC Drinks beer and cider category manager Lee Williams said: “We’re absolutely thrilled to be putting Camden’s incredible Eazy Hazy IPA onto the taps of the UK on-trade.
“When entering discussions around this partnership we asked two questions; ‘What does it taste like?’ and ‘what is the market saying?’ Well, the liquid is outstanding, and there’s a real buzz around Hazy IPAs amongst beer lovers at the moment, so it’s fair to say we were keen.
“LWC prides itself on customer service, and being able to exclusively offer our customers innovative and trend-setting products is a core part of this.”