Bourbon and tequila flavoured beers hit the market

17 January, 2013

SHS aims to exploit the growing trend for spirit-flavoured beer with its new bourbon-flavoured beer Dead Crow and rum-flavoured beer Cuvana.

Mark Hopper, head of innovation and development, hopes they will sit alongside trailblazing tequila-flavoured beer Desperados in a new on-shelf category.

The drinks were designed for launch in the summer, but Hopper said SHS brought forward the date due to customer demand.

He said: “The growth in the take-home beer market is being driven primarily by two sectors - the emerging spirit beer category; and world beers. 

“Over the past year, volume sales of spirit beers in the take home sector have increased by a staggering 75%, albeit from a relatively small base, with value sales up by 71%, bringing the value of the category to just over £12 million in 2012 (Nielsen MAT to 8/12.12).

“Desperados has paved the way and we see ourselves sitting alongside them with a premium offering that has a point of difference.

“The more established world beer category, worth £436 milllion, is also faring well, with volume sales up by 7%3 and value by 8% (Nielsen MAT to 13/10/12).

“The underlying reason for these robust performances is consumers’ unrelenting quest, particularly among aspirational 18 to 25 year-olds, to seek out and discover new drinks and flavour experiences.

“These drinks are going in the major retailers. As distribution grows we will have an above-the-line ad campaign, and we will work on social media and sample activities at festivals to promote them.

“They have a point of difference and add genuine value to the market.”

Both beers have an abv of 5.5% and are packaged in 330ml bottle 4-packs with an rrp of £5.49, available from mid-January. 

When asked why the abv is this high at a time when other lager brands are reducing in strength, Hopper said: “These are spirit-flavoured beers, so consumers want to see a bit of strength. Plus they are premium beers, so the price per unit isn’t actually that low.”

Free POS material is available by calling SHS on 0800 917 3450.

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