The Shipyard American Session Pale Ale is Arriving in the UK
Michael Hemsworth — November 11, 2024 — Lifestyle
References: shipyardbeer & scottishgrocer
The Shipyard American Session Pale Ale has been launched by the Carlsbery Marston's Brewing Company (CMBC) as a new libation for the UK market that's perfect for curious drinkers to try out this season. The beer boasts a 3.4% ABV to give it an easy drinking profile that has ample fruit-forward aromas with a total of four American hop varieties in the mix including Chinook, Cascade, Columbus and Centennial. The beer is arriving in four and 10-packs of 440ml cans alongside 500ml bottles with Tesco, Sainsbury's, Asda, Morrisons and Waitrose offering stock now.
Director of Marketing for Ales and Craft at CMBC Jo Marshall spoke on the new Shipyard American Session Pale Ale saying, "Beer drinkers increasingly want more choice and high-quality experiences with their drinks, whilst they are also more aware of moderation. As shared in the name, the new beer is a delightfully sessionable ale that fulfils both these needs, using bold American hops and fine ingredients to craft a brew that is perfect for enjoying with family and friends.”
Director of Marketing for Ales and Craft at CMBC Jo Marshall spoke on the new Shipyard American Session Pale Ale saying, "Beer drinkers increasingly want more choice and high-quality experiences with their drinks, whilst they are also more aware of moderation. As shared in the name, the new beer is a delightfully sessionable ale that fulfils both these needs, using bold American hops and fine ingredients to craft a brew that is perfect for enjoying with family and friends.”
Trend Themes
1. Sessionable Craft Beers - The rise of lower ABV craft beers like the Shipyard American Session Pale Ale caters to consumers seeking moderation without compromising flavor.
2. American Hops Abroad - Incorporating American hop varieties such as Chinook and Cascade into UK beers introduces new flavor profiles that excite local markets.
3. Diverse Packaging Options - Offering beers in multiple packaging formats, from packs of cans to single bottles, meets varied consumer preferences and buying habits.
Industry Implications
1. Craft Brewing - The craft brewing industry can harness innovative brewing techniques and unique ingredient sourcing to create differentiated products appealing to a global audience.
2. Retail Grocery - Retail grocers benefit from stocking a diverse range of beverages, including sessionable craft beers, to attract health-conscious and variety-seeking shoppers.
3. Alcoholic Beverage Distribution - Distributors have the opportunity to expand their portfolio with international beer varieties, meeting the demand for unique, high-quality alcoholic beverages.
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