Admiral Taverns is to help its licensees harness the burgeoning popularity of craft beers and specialist lagers with the launch of a new hand-picked range, sourced from North America, Europe and the UK.
Admiral’s craft beer portfolio features award-winning and iconic packaged beers (in bottles and cans), including: American favourites Sierra Nevada Pale Ale, Anchor Porter and Goose Island IPA; Belgium’s Duvel and Liefmans Fruitesse; Germany’s Erdinger Weissbier. Also included is the world-renowned, dry-hopped Brooklyn Lager (5.2% ABV) on draught – the first of Admiral’s craft beer range to be available in keg format.
Burgeoning part of the market
Admiral’s commercial manager Simon Eyles said: “Craft beers, which are full of flavour in a variety of styles from all over the world are an increasingly popular and burgeoning part of the beer market – growing 79% in 2013 alone*.
“We are very pleased to be able to offer our licensees some of the best-known, and best-tasting, beers from some of the world’s most prestigious craft breweries. These new beers offer licensees an additional option to both retain and interest regulars, and also attract new customers into their pub, helping them to grow their business.”
Additional beers featured in Admiral’s new craft beer range include Dogfish Head DNA, a collaboration between Charles Wells and Dogfish in the USA, Vedett Extra Blonde from Puurs in Belgium, and Edinburgh-based Innis and Gunn Original, as well as other beers from Falkenberg brewery in Sweden and Meantime brewery, in Greenwich, London.
The craft collection compromises 22 beer brands initially although Admiral expects to grow this number, and is in talks with other well-known breweries to introduce more products to the range. The new initiative will bolster what is already one of the widest selections of beers available to tenants and lessees in the country. As well many of the best-selling lager and cask ale brands in the country, Admiral licensees have access to a plethora of local beers through SIBA’s Direct Delivery Scheme.
*August 2013 CGA Strategy survey of the craft beer market, showing on-trade sales worth £225m in 2013 with growth of 79%, compared to the previous 12 months.
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