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August 25, 2021

Molson Coors Beverage Co releases Hofbräu München collaboration with Leinenkugel’s

The new beer, called Collaboration Lager, was conceived over Zoom because of pandemic restrictions.

By Andy Morton

Molson Coors Beverage Co has again partnered with the owner of Munich’s Hofbrauhaus to release a new Leinenkugel’s beer.

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Leinenkugel’s Collaboration Lager is a German-style amber beer made with Hofbräu München, a brewer and restaurant chain. Hofbräu München’s best known restaurant is the Hofbrauhaus, a traditional German beer hall that dates back to 1589.

The new lager is the second collaboration between Leinenkugel’s and Hofbräu following the 2017 release of a beer commemorating the former’s 150th anniversary. The 5.4%-abv Collaboration Lager is based on that beer while also adhering to Germany’s Reinheitsgebot laws, which state that only malt, hops, water and yeast can be used as ingredients.

Another difference to the 2017 version is that the new collaboration, because of the global pandemic, was conceived over Zoom, according to Molson Coors.

Leinenkugel’s will also release Chocolate Dunkel, a 5.5%-abv beer made with cocoa nibs for a chocolate flavour.

“We’re really pleased about our innovation this year,” said Leinenkugel’s president, Dick Leinenkugel. “These new beers celebrate our family’s German roots as well as any in our portfolio and really show we have a beer for every season and every reason.”

This month, Molson Coors launched Five Trail, an American whiskey made with malt from one of the company’s beers.

Why craft beer should be wary of the battle for the middle tier – Click here for a Just Drinks comment

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Free Whitepaper
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Understand the impact of decreasing sugar consumption on the F&B market

Growing consumer concern regarding health and wellbeing has increased the focus on reducing sugar consumption. This has driven food and beverage manufacturers, alongside governments, to take measures to meet this challenge. In addition, the pandemic heightened the focus on self-care, including implementing healthy eating to support the immune system. Now more than ever, consumers are paying attention to the amount of sugar and calories in the products they purchase. Access GlobalData’s new whitepaper, The Sugar Reduction Challenge – Past, Present and Future Outlooks within Beverages, to better understand the recent trends in sugar demand, how manufacturers and governments have responded to the challenge, and what solutions are available to the industry. The white paper covers:
  • The key factors behind the recent trends in sugar consumption
  • What is driving consumer choices when shopping for food and beverages?
  • How companies and governments are stepping up their efforts to meet consumers’ expectations
  • The outlook for sugar demand
  • Which ingredients stand to benefit from these future developments?
Enter your details here to receive the free whitepaper.
by GlobalData
Enter your details here to receive your free Whitepaper.

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