Wadworth’s Ipanema beer, brewed in celebration of all things Brazilian in this World Cup year, is to be backed up by a number of incentives to help tenants and free trade promote and sell the citrussy best bitter. A range of customer prizes and competitions will be provided to stockists to help them encourage drinkers to try and buy.
Wadworth tenants who buy two firkins will receive a magic square chart. Every time a customer buys a pint of Ipanema, his or her name will go in a square in the chart, and then when the chart is full, a winner is drawn and they will receive a Brazil prize pack containing a mini-cask of Ipanema, two Wadworth branded glasses and a Brazilian cookbook.
Free trade customers who stock Ipanema will receive promotional guidance via social media, including a daily quiz – a fun fact about Brazil which publicans will be able to put up on the bar, and the first person to guess the right answer will receive a free pint.
Backing landlords
“As a brewer with a substantial tenanted estate we wanted to support our tenants during the forthcoming bumper period. By providing customer competitions and prizes we are backing the landlords decision to stock Ipanema.” explains Paul Sullivan Sales and Marketing Director.
“Free trade customers also deserve our support if they decide to stock our beer. One thing is certain, if landlords do choose Ipanema we are extremely confident that this delicious pint will be a hit with their customers. It is packed full of flavour with a spicy body, a malty character and a touch of toasted sweetness.
A different sort of beer for Wadworth
“It is a slightly different sort of beer for Wadworth, using two strong American hops in the brewing. We hope that we have captured the fun and excitement of a Brazilian World Cup with a deliciously light ale at only 3.8% abv which will make a perfect long drink on a warm summer’s day.”
Ipanema is brewed with a pale ale, munich and lightly toasted crystal and caramalt. The hops are Williamette and Simcoe from the US and Styrian Golding from Europe. Described as a golden, best bitter with a citrus zing and additional spiced hops, the brew has a little toasted malty sweetness that fades in the clean and dry finish.
Ipanema is available in the cask from Wadworth. Contact 01380 723361 for further details. Also available from all good cask beer wholesalers.
Wadworth Brewery and Visitor Centre, Devizes, Wiltshire, SN10 1JW.
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