UK: Aspall relaunches lager brand as 'Outlier'
Outlier is available in selected M&B pubs in the UK
Cidermaker Aspall has relaunched its Suffolk Blonde lager brand as 'Outlier'.
The 5.2% beer, described as a “craft lager”, is intially being sold in draught at selected Mitchells & Butlers' Nicholson's and Village Pub & Kitchen outlets in the UK. Outlier is the same liquid as Suffolk Blonde, launched in November 2010.
At a press briefing in London yesterday (9 April), Aspall's co-owner Henry Chevallier-Guild said the change was because Suffolk Blonde's branding “didn't reflect the liquid”. “We could not tell a story from it,” he said.
Outlier, being made under Aspall's Chevallier Brewing Company badge, was chosen as a name because the feedback was that it was “not really a lager” and did not fit into the category, Chevallier-Guild said. The beer, still being made for Aspall by Shepherd Neame, is dry hoppped with Nelson Sauvin and Amarillo hops and a “touch of Cascade”.
Chevallier-Guild also revealed ambitions to create more beers in the future and the possibility of buying a brewery. “It would be nice to think that in 15 years time we have the same kind status as we do now for cider,” he said.
- Will Tequila Learn from Scotch Whisky's Mistakes?
- Comment - How to Target Cognac's Mok Generation?
- Is Marketing Twisting the Meanings of Words?
- Analysis - The Value of Prosecco
- Sustainability - Walking the Walk on Water
- Whyte & Mackay takes on Flor de Caña in UK
- SPI Group US, Canada sales chief departs
- Belvedere proposes name change
- Soaring Prosecco sales good for Champagne
- Brown-Forman eyes family ties with board additions
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
- Global rum insights - market forecasts, product innovation and consumer trends research
- Beam Suntory Inc. - Strategy and SWOT Report
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review