IPA joined by off-trade variants for McEwan’s cask launch
MCEWAN’S Beer Company, a division of Wells & Young’s, has expanded its portfolio with the introduction of a new cask ale range.
The newly-launched McEwan’s IPA joins existing ales, McEwan’s Amber and McEwan’s Signature, in the new cask range.
The new IPA is described as a “full-bodied, hoppy ale” with a citrus fruit aroma and a “dry, refreshing finish”.
McEwan’s IPA is available in either cask or 500ml bottles. Both the pump clip and bottle label of the new ale feature an old ship making its way to India in a nod to the heritage of IPAs.
McEwan’s IPA is available to the on-trade in both cask and bottled formats.
McEwan’s Amber and McEwan’s Signature meanwhile, which were available in the off-trade in 500ml bottles up to now, have been launched in the on-trade as part of the McEwan’s cask range, as well as in bottle format.
Tara Karimian, brand manager for McEwan’s, said the new range “offers outlets a real variety of ales to excite and intrigue their customers by combining a modern, artisan look with the heritage and trusted expertise synonymous with the McEwan’s name”.
“McEwan’s Amber and Signature are already popular with consumers so bringing them to the on-trade is a natural next step,” said Karimian.
“Given the resurgence of IPA, now is the perfect time for us to unveil our newest brew which complements our golden and ruby ales to ensure the McEwan’s family offers a beer for every occasion.”
The introduction of the new on-trade range comes as the McEwan’s Beer Company continues to promote the brand through a number of channels.
McEwan’s was the official sponsor of this year’s Scottish Series yacht racing regatta which took place from May 23 to 26. The brand previously sponsored the series from 1986 to 1991 and returned for the race’s 40th anniversary this year.
Tara Karimian said the McEwan’s Beer Company was “delighted to support the Scottish Series”.
“In the past year McEwan’s has undergone a real rejuvenation with the launch of our brand new beers Red, Amber and Signature, a return to TV advertising and brand new social media sites,” added Karimian.
“While we are continuing to modernise McEwan’s, we are still extremely proud of the beer’s rich heritage and sponsoring the Scottish Series is a great way to recognise this – particularly as part of its 40th anniversary celebration.”