Camden Town Brewery celebrates pub sector with latest beer
Camden Town Brewery is launching a beer to celebrate the return to pubs.
To The Pub American Pale Ale is a one-off beer, brewed to support and celebrate the pub industry.
When pubs reopen the brewer is giving 260,000 pints to its customers for free, so that pubs can make a higher margin on every pint and get more cash in the till to help them “get back on their feet as quickly as possible”.
In advance of this date the brewer is launching To The Pub in 50cl cans, available to buy from its web shop, as well as at selected retailers and convenience stores from July.
The brewer said: “We’ve experienced a healthy growth of our business in the off-trade and our own web shop during the lockdown, so we wanted to leverage those channels as a way to support the on-trade.
“All the proceeds from these ‘To The Pub’ cans will be used to contribute towards funding production of the kegs we’ll be giving to pubs.”
To The Pub is a 4.0% double dry-hopped American Pale Ale, unfiltered and brewed with clean Cali ale yeast. We added Simcoe Cyro hops and new experimental hop, Idaho 7, later in the brewing process by double-dry hopping to get those big, resiny stone fruit flavours true to the style.
The design celebrates the pub life that we all love and miss and has been created by our 2020 seasonal illustrator Gaurab Thakali.
Jasper Cuppaidge, founder of Camden Town Brewery said: “Never would I have thought that the industry that’s brought me so much, would need so much help to survive. It needs all of us, from brewers to beer drinkers, to help this industry get back to stable ground. By drinking To The Pub, whether it’s a six-pack ordered online, a can you picked up at the shop, or enjoying as a pint in the pub, you’ll be giving back to the hospitality industry when they need it most.”
Adam Keary, managing director of Camden Town Brewery, said: “The on-trade is extremely important to our business, making up 85% of our total volume, and we want to do all we can to support our customers. Since lockdown, we have seen a shift to e-commerce & the off-trade, and with pubs re-opening soon, we wanted to use the success we’ve seen in those channels to support the on-trade”.
The launch follows its successful Heroes Thank You Lager, recently launched to support healthcare frontline workers.