Product Launch - UK: Meantime Brewing Company's Brewery Fresh Lager
Click through to view of an image of the Meantime tank beer
Meantime Brewing Company's Brewery Fresh Lager
Category – Beer, lager, 4.5% abv
Available – from now
Location – From three Young's pubs in London: The Grove in Balham, The Windmill on the Common and The Plough, both in Clapham.
Price – GBP5.05 (US$7.53) per pint
Distribution – Meantime Brewing Company
London-based brewer and pub operator Meantime has branded the launch of Brewery Fresh as the “next step forward in the craft beer category”.
A company spokesperson said the unpasteurised, unfiltered, 4.5% abv beer, which will initially be available at three South London pubs, is “the closest thing a consumer will get to drinking beer straight from the tanks at the brewery”.
Nick Miller, Meantime's CEO, said: "Brewery Fresh beer represents a way of ensuring our beers retain the flavour they originally set out to create – unadulterated by the processes that other industrial lagers go through which diminish their flavour."
More of Young’s outlets are expected to offer Brewery Fresh beers in the future, the companies said.
Meantime Brewing and London pub group Young’s are to further their craft partnership and introduce Brewery Fresh tank beer in a UK first.
Young’s is committed to developing and evolving its range of British craft beers, ensuring brews of flavour, character and integrity are always on offer. An initial three London-based Young’s pubs, namely The Plough in Clapham, The Grove, Balham and The Windmill, also in Clapham, will take Meantime’s “Brewery Fresh” allowing drinkers to enjoy the perfect beer un-pasteurised, un-filtered and un-affected by air all of which can influence the taste of the product.
Meantime’s Brewery Fresh London Lager will be dispensed direct from specially engineered tanks installed in the retail areas. The beer will be delivered by Meantime’s tankers direct from the maturation tanks at the brewery, creating a unique way of serving beer with the results being immediately obvious: A well rounded smoother lager, with enhanced aromas and flavours.
Because the beer remains unpasteurised and unfiltered, it will continue to mature in tank and therefore improve even while it’s in the outlet. The process also means the beer has no contact with the air until it hits the glass (Compressed air used in traditional dispense can adversely affect the taste and ultimately the quality of the beer). The process means that a pint of Meantime Brewery Fresh will be like drinking a beer direct from the brewery itself, as fresh as the day it was made.
Although widely available in cities such as Prague, which has its “tankovna” or tank pubs, this is the first time dispense tanks of this sort have been used in the UK, without being attached to a microbrewery.
Nick Miller, CEO of Meantime Brewing said:
“We continually focus on changing the way people think about beer and ensuring the best possible quality of beer is produced across a variety of styles. Brewery Fresh beer represents a way of ensuring our beers retain the flavour they originally set out to create – unadulterated by the processes that other industrial lagers go through which diminish their flavour. Drinkers have fallen in love with Meantime’s unpasteurised beers – but we want to push the craft category further with Brewery Fresh we use the latest technology to answer their call for a fresher, even better-tasting brew.”
Patrick Dardis, Retail Director at Young’s added:
“Our pubs are all about offering customers a quality product – from seasonal British food to impeccable service to the best possible drinks offering. In response to consumer demand, we spend a lot of time sourcing and developing our range of craft beers to ensure an interesting, superior selection sits behind the bar. We want to offer the very best and our work with Meantime to be the first pubs to offer Brewery Fresh is part of that process –the beer is so fresh it’s like having a microbrewery in each of our Tank Beer outlets.”
Alastair Hook. Founder & Brewmaster at Meantime commented:
''For a brewer, there is only one place to really drink beer…straight from the vats, in the brewery. Aromas and flavours are emphasized, mouth feel and subtlety profound….If only all beer could taste ‘brewery fresh’? I am thrilled that developments in dispense and maturation technology have helped us at Meantime find the brewers holy grail….Our Brewery Fresh beer is beer served, unfiltered, naturally carbonated, unpasteurized and as fresh as it could be…direct from tanks at the local pub. You may as well be in the brewery.''
Meantime Brewery Fresh will be rolled out over the coming three months with the Plough in Clapham Junction being the first to be fitted with the new system, followed by the Grove and the Windmill. The intention is that additional Young’s outlets will be able to offer Meantime’s Brewery Fresh beers in the future.
Original source: Company release
- Focus - Pernod's YTD Performance by Region
- just On Call - Pernod shifts Scotch focus in China
- Focus - Heineken's Q1 Performance by Region
- Comment - Will We Understand the Language of Rum?
- Focus - Coca-Cola's Q1 Performance by Region
- CFO of Diageo's United Spirits stands down
- Pernod Ricard sees YTD recover as sales increase
- BrewDog launches GBP25m crowd-funding attempt
- Africa "subdued" but Heineken sees Q1 rises
- Elements 8 revamps rum packaging
- Global Tequila insights - market forecasts, product innovation and consumer trends research
- Global rum insights - market forecasts, product innovation and consumer trends research
- Diageo plc (DGE) - Financial and Strategic SWOT Analysis Review
- ALDI 2015: Radically transforming Anglo Saxon grocery markets
- Bacardi Limited - Strategy and SWOT Report