Described as a “crisp, citrus-tinged alcohol-free lager”, the new 0.5% ABV brew, released earlier this month, will be part of Mash Gang’s core range.
Glug has been brewed to strength using lager yeast and intentional fermentation to offer full-bodied character with zesty top notes and a clean finish.
Made with 100% natural ingredients, zero added sugar and just 35 calories per 330ml can, Glug has been designed to meet increasing demand for healthier alternatives to alcohol without compromising on taste or experience.
Growing demand
A spokesperson for the brand told The Morning Advertiser (The MA): “Glug taps into consumer demand with lager continuing to dominate both the alcoholic and non-alcoholic beer markets. Category data shows it remains number one across the board and consumer demand in the low and no space is no different.”
Glug is currently available in 330ml single cans in multipacks of four and 12 from select UK retailers, Amazon and direct from Mash Gang. However, the brand said it will soon be stocked across a wider range of channels.
“Glug will soon be stocked in all our on- and off-trade outlets, largely focussed in the Brighton area, where the brand has a number of ‘Lighthouse’ accounts, including the Dome, Bison Beach and the West Tap.
“It will also be stocked on our D2C business, which also serves B2B and our wholesale network. We are also looking to get Glug ‘on tap’ through our new draught contract with Kirkstall”, the spokesperson continued.
Crisp and refreshing
Mash Gang head brewer Jordan Childs added: “We’ve taken our time to develop what we believe is the very best alcohol-free lager on the planet. The flavour profile is crisp and refreshing, with notes of masa, candied lime, and a revitalising gooseberry finish.”
Sales at Mash Gang were up 95% in May compared with March, while its best-selling beer, Chug, has seen sales more than double over the past three months, the brand told The MA.
The release of Glug follows the recent launch of Mash Gang’s mango and lime fruited IPA, Journey Juice, as well as its seasonally rotating Lesser Evil stout. The brand also recently unveiled its new permanent core range of beers.
The spokesperson continued: “As a brand we’re not short on innovation opportunities as it’s been built on a legacy of more than 200 beers brewed to date.
“Our head brewer Jordan is working on a pipeline of new beer innovation, extending into new non-alc moments and we’re looking to perfect our on draught offering and get this in more venues across the country.”
- Read Mash Gang co-founder Michael Bagg’s Big Interview with The MA here.
