Data from UKHospitality in partnership with CGA by NIQ suggests that the UK hospitality sector is "fighting for survival" and to remedy this, Fusion Pale Ale was created to attract people back into bars and pubs. This beer brewed by the community for the community represents a joint effort from leaders in the beer industry, including Track Brewing Co.; the world’s largest 100% grower-owned hop company, Yakima Chief Hops; yeast and fermentation specialists White Labs; malt suppliers Crisp Malt; and brand agency Continuous.
Fusion Pale Ale is a keg-only beer that comes in at 5.1% ABV and it will be launching across the UK on Fusion Day, February 8th. Bars and pubs are still struggling post-pandemic, and even more so with the rise of at-home drinking and cuts in consumer spending after the holidays and during inflationary times.
Keg-Only Beers
Fusion Pale Ale Encourages People Back into Pubs and Bars
Trend Themes
1. Community-centric Beers - Fusion Pale Ale was brewed by leaders in the beer industry to attract people back into bars and pubs, creating a sense of community.
2. Reviving the Hospitality Sector - Fusion Pale Ale aims to remedy the struggle of the UK hospitality sector by enticing people to return to bars and pubs.
3. Keg-only Consumption - Fusion Pale Ale's keg-only format offers a unique drinking experience, encouraging consumers to enjoy the beer in bars and pubs.
Industry Implications
1. Beer Brewing - The creation of Fusion Pale Ale involved leaders in the beer industry, such as Track Brewing Co., showcasing the opportunities for innovation in the beer brewing industry.
2. Hospitality - Fusion Pale Ale's launch aims to revitalize the struggling hospitality sector, presenting potential opportunities for disruption and growth.
3. Brand and Marketing - The collaboration between various companies, such as yeast and fermentation specialists White Labs, highlights the potential for disruptive innovation in brand agency and marketing services.