Scotland’s largest independent brewery, BrewDog has set its sights on obliterating the ‘insidious culture around lager drinking’ cultivated by decades of mass marketing by launching a beer that takes the lager style back to its roots.
Launching tomorrow, This. Is. Lager. will be a 4.7% ABV pilsner designed to offer lager drinkers a craft beer alternative to the mass-produced lagers that still dominate the UK market.
This. Is. Lager. is brewed with 100% malt and ten times the hops of most industrial lagers. To demonstrate the difference to those still unfamiliar or resistant to the craft beer revolution, BrewDog is offering free 1/3 pint tasters of This. Is. Lager. at all of its UK bars from 12 noon – 12 midnight on Wednesday 3rd September.
Craft beer is the star ascendant in the drinks market, with BrewDog named the fastest growing drinks brand in the UK within a context of declining beer sales for mainstream, mass-production breweries.
The artisan brewer is immediately making This. Is. Lager. part of its headliners range to ‘convert’ those still unfamiliar with craft beer as it plots destroying the binge drink culture that has long overshadowed the industry
James Watt, cofounder at BrewDog says: “This. Is. Lager. redefines a beer style that has for so long been defined by shallow, listless beers undeserving of the name.”
“For years, global breweries have spent millions convincing the British public that lager is a beer style best served as fizzy, tasteless liquid cardboard propped up by snappy straplines, glamorous advertising or counterfeit stories of foreign provenance. We hope to perpetuate a movement of craft breweries blazing a new trail for lager, proving it’s a misunderstood, neglected beer style.”
“Lager is often demonised or derided as the choice drink of chavs and louts, which is the result of laddish marketing that diverts attention away from taste and enjoyment and undermines the potential of lager as a creative and artisanal beer style.”
“If we can redefine lager in the UK, we will redefine our relationship with alcohol. We can actually start to reverse binge-drinking trends currently being tackled by toothless and misguided legislative proposals unlikely to ever see the light of day anyway. With the volume-driven industry leaders trying to pull the wool over drinkers’ eyes and the government trying to legislate their way out of a media-disaster cul-de-sac, it’s time we treated drinkers like adults and gave them an alternative to stack ‘em high sell ‘em cheap beers with no soul or taste.”
“Gone are the days of lager being synonymous with extra-cold taps, lads on tour, fake Aussie accents, Burberry baseball caps and pot bellies. That is not lager. This. Is. Lager.”
DS-gluten free, the gluten free biscuit brand leader,1 is delighted to announce the launch of the delicious Mini Os into its popular gluten and wheat free biscuit portfolio.
With a staggering 92% of UK adults regularly indulging in sweet snacks2 and over half of UK households now buying into the free from category,2 DS-gluten free expects this new option to be welcomed by the 20% of gluten free consumers eating biscuits on a daily basis.
Exclusively available in 115 Sainsbury’s stores from 28 September, the Mini Os sandwich a soft, creamy, vanilla filling between two mouth-watering chocolate flavoured biscuits. With a 12 month shelf life, and containing no gluten, wheat, egg or preservatives, this crunchy treat meets a number of gluten free consumer demands and comes in a nine biscuit foil tube for £1.20.
Drawing on over 30 years’ experience in gluten free foods, DS-gluten free has used its unparalleled expertise to develop this exciting addition to its biscuit portfolio.
Bradley Grimshaw, Commercial Director of DS-gluten free, says: “Our top selling biscuit range has experienced a significant growth in sales over the last year,4 so we are confident that this new addition will prove to be popular amongst consumers.”
The DS-gluten free Mini Os will sit alongside popular consumer favourites DS-gluten free Custard Creams, Chocolate Fingers, and Rich Tea.
“This Oreo inspired biscuit will appeal to both adults and children alike,” adds Bradley.
“We are investing in a targeted marketing and PR campaign to raise consumer awareness of this new product through both social and traditional media.”