Product Launch - UK: Fuller, Smith & Turner's Frontier lager

By | 5 June 2013

Frontier launches in select Fullers pubs this week

Frontier launches in select Fuller's pubs this week

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Fuller's Frontier lager 

Category - Beer, lager, draught, 4.5% abv  

Available - From this week 

Location  - Five Fuller's managed pubs this week, extending to 50 in next three months 

Price - Not specified, but being "benchmarked against market leading premium beer brands"

Distribution - Fuller's 

London brewer Fuller, Smith & Turner is moving into the "craft" lager space with the launch of 4.5% abv beer called Frontier. 

The unpasteurised, filtered beer, brewed using Liberty, Willamette and Cascade hops, is aimed at "premium lager drinkers who are interested in more flavoursome beer, with the characteristics of lager", according to the brewer. 

Specially-designed glasses for Frontier boast that it is made with new world hops, but old world malt. 

The beer will initially be available in five of Fuller's managed pubs this week, but is expected to be in around 50 of its outlets in the next three months. 

Separately, just-drinks understands that Fuller's has pulled its Discovery "blonde" beer from all free trade accounts over serve quality concerns. However, a spokesperson told just-drinks that the beer, launched in 2005, "sells very well" in the Fuller's pubs that continue to stock it. 

Last month, Fuller's announced it has teamed up with Bieres de Chimay to become the exclusive UK importer of the Trappist brewer's Chimay Gold

Expert analysis

Beer in the United Kingdom

In 2011 beer sales remained weak due to the ongoing and growing consumer concern about government spending cuts on jobs and incomes, which continues to constrain consumer spending. Total volume sales of beer declined by 5%, a more dramatic decline compared to the previous year and slightly sharper than the review period total volume CAGR. This was due to ongoing beer tax increases in March, with beer seeing excise duty increased two percentage points above the level of inflation at 5%. This tax...

Sectors: Beer & cider, Product launches

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