INTRODUCING MALTSMITHS BREWING FROM HEINEKEN

27th February 2017

BREWER IDENTIFIES HUGE UNTAPPED MARKET

 

HEINEKEN will grow the beer category with the launch of two brand new beers, aimed at the 13 million beer drinking consumers who have yet to expand their repertoire to more flavoursome beers.

 

Maltsmiths Brewing beers will be available from March, with a Bavarian-style Pilsner and American-style IPA as the first beers to be launched in this range. The beers were developed by Alex Brandon-Davies and Sarah Bartels, the first two ‘Maltsmiths’ who relished the opportunity to experiment, trial and perfect these tasty new beers.

 

Maltsmiths Pilsner is crisp and clean with pine and citrus notes, and an earthy hoppy character giving the beer depth with a satisfying finish. Maltsmiths IPA has a caramel base with overlying hop notes of citrus, grapefruit, tropical fruits and a little pine for freshness. Both beers are 4.6% ABV and are available in 330ml can and bottle, and on draught.

 

Sarah and Alex created the recipes from scratch, crafting flavoursome quality beers using cutting-edge equipment at the award-winning Caledonian Brewery in Edinburgh.

 

Yorkshire-born brewer Alex says: “I was really excited when I was given the opportunity to work on this project.   We wanted to brew beers that would appeal to the beer-curious but for whatever reason, have yet to experiment.

 

“Using citrus-flavoured hops - namely Centennial, Chinook and Columbus hops – we’re hoping that drinkers will love the fuller flavours and it will be their first step into experimenting with beers from the hundreds of other breweries in the UK.”

 

Sarah, who is originally from Hamburg and studied at Herriot-Watt, says: “The best part of this project for me has been having the freedom to create our own beers from scratch. The recipe development process involved lots of re-working, tweaking and experimenting to get the beers just right. We really wanted to bring this to life on the packaging which is why you’ll see our recipe notes on the design. We’re really excited to launch our Pilsner and IPA as our first beers, and we hope the British public enjoys them as much as we enjoyed creating them.”

 

Sam Fielding, who heads up the new beer team at HEINEKEN said: “We love beer – we’ve been innovating and brewing great beer for the last 130 years. And right now, beer is on everyone’s lips. People are talking, debating, experimenting and getting excited about new beers. But the fact is, 75% of beer drinking consumers, have never tried what is commonly referred to as ‘craft beer’.

 

“We can have a positive impact on this sector of the market. We have the capabilities to educate and support retailers with their offering. This is about getting curious beer drinkers into the catergory and expanding their repotoire with more flavoursome beers – which will be a springboard for them to discover beers from the 1,500 breweries in the UK. This is about supporting our customers and growing the category for the entire industry.”

 

The brewer is providing five key principles and will work closely with customers to maximise this flourishing sector and help grow their business:

 

Maltsmiths will be available to try at this week’s Craft Beer Rising festival in London, with Alex and Sarah both in attendance. Alex and Sarah will also be supporting the launch of Maltsmiths Brewing with ‘Meet the Brewer’ events across the country for the trade and consumers, and their story will be brought to life for consumers through Facebook,Twitter and Instagram.

 

Both beers have an RSP of £1.85 in the off-trade and £4.70 per pint in the on-trade.

 

 

 

Instagram: @MaltsmithsBrewing

Facebook: /maltsmithsbrewing The Facebook page will launch later this month.

Twitter: @maltsmiths

 

 

For further information or images, please contact the HEINEKEN team at Publicasity

Tel: 020 3757 6800

E-mail: heineken@publicasity.co.uk