The first pint of keg McEwan’s IPA available to the public was poured at the Party at the Palace Festival in Linlithgow earlier this month.
The IPA’s new 30-litre keg format premiered at the McEwan’s-sponsored event, which featured a range of musical acts including Chic featuring Nile Rogers and Travis, ahead of its launch to the on-trade last week.
Tara Karimian, brand manager for McEwan’s, said the new format will “offer ale drinkers another way to enjoy McEwan’s IPA” and should also bring lager drinkers into the category “who are looking for a lightly-hopped and refreshing alternative to their standard beer”.
“New age IPAs are a burgeoning category and are continuing to soar in popularity across the country, growing at a tremendous rate of 212%,” said Karimian. “The drinkers behind this growth are generally younger, more affluent customers who are willing to pay more for a great pint with real credentials.”