Described as bright, citrusy and crisp, Hazy Grapefruit features a natural pink grapefruit lemonade blended with Nirvana’s Pils, resulting in a zesty, refreshing beer with a subtle pink hue, best served over ice.
Hazy Grapefruit Lager marks Nirvana’s second new beer in its 10th anniversary year, following the launch of Mocha Porter in January.
Its launch also coincides with a surge in popularity of fruit-led beers across all segments of the market.
Figures from NIQ showed fruit-flavoured lager sales climbed 52.2% year-on-year in the four weeks leading up to Saturday 18 April.
Bright and juicy
Moreover, data from the British Beer & Pub Association (BBPA) showed more than 200m pints of low & no alcohol beers were sold in pubs and bars last year.
Commenting on the release of Hazy Grapefruit, Nirvana head brewer James Ragabliati said: “We’ve been inspired again by the Bavarian tradition of radlers – low-strength fruit-led beers – and, like them, this screams summer sessionability.
“It’s bright, juicy and beautifully balanced, with just enough malt backbone to remind you this is serious brewing.”
This comes after newly appointed CEO, Paul Thomas Walsh, told The MA fruit-forward drinks would be key in the low & no brewing segment over the next year.
Nirvana has also planned to fundraise £1m to continue innovating within the category.
Growth plans
“For us, the on-trade is a core part of how we wish to grow… it is fundamental to our growth", Walsh told The MA.
“There’s a misconception that the taste isn’t there [in alcohol-free products]. But nowadays, the taste and the quality is so much better, and that’s where Nirvana has doubled down from day one.”
The new brew joins its fruit-forward line-up, which also includes Cloudy Lemon Lager, alongside its core portfolio of Pils, IPA, Helles Lager, Best Amber Ale and Nirvana Stout.
Nirvana Hazy Grapefruit Lager is available now in 500ml bottles at RRP £4 and 330ml cans, priced at £2.75.
