Scots firm launches seasonal beer and expands into new markets
By Dave Hunter
EDEN Brewery, the St Andrews-based craft brewer, has launched a new limited edition beer as it expands into overseas markets for the first time.
The new beer, called Definitely Not the Official Beer of…, is the company’s first major seasonal brew since it began production in 2012.
A 4.7% ABV beer, it is available in bottled, cask and keg formats.
Eden owner Paul Miller said the idea for the beer was provided by the brewery’s beer club.
“We’ve got a base of around five hundred beer club members, who come to visit us and get involved with our products – they come to tasting sessions for new beers we’re looking to launch and give us feedback,” said Miller.
“From that panel we got the idea that we should put out a beer like this.
“They were laughing and joking about ‘official beers’ and that kind of thing. That was where it came from.
“Our Shipwreck IPA came from the same thing.
“Probably our best beer, the product came from feedback from these sessions.”
The new beer is being supported by point of sale materials, advertising and viral marketing through the brewery’s social media channels.
Meanwhile, the brewery is also expanding into both the Chinese and American markets.
The Chinese exports were arranged through an initiative from wholesaler JW Filshill. A number of Eden beers are being exported, alongside beers from Deeside, Inveralmond and Williams Bros breweries.
And Miller said he is in talks with distributors in Boston and New York, with a view to launching bottled and keg products in the north east of the US in time for the Ryder Cup in September.
He is also hoping to confirm distributors elsewhere in the US later this year.
Miller said the distribution deals are “a great thumbs-up for Scottish craft beer”.
Eden is currently in the process of a significant expansion process, which aims to increase production four-fold.