New range aims to tempt more people towards craft
Heineken has launched a new brand targeted at beer drinkers who have yet to try craft products.
The Maltsmith Brewing range will launch later this month in draught, bottle and can formats.
The first two beers, Maltsmiths Pilsner and Maltsmiths IPA, were created by young brewers Alex Brandon-Davies and Sarah Bartels at Heineken’s Caledonian Brewery in Edinburgh.
Both brewers will be appearing at ‘meet the brewer’ events across the country to promote the new beers.
People are talking, debating, experimenting and getting excited about new beers.
Maltsmiths Pilsner is described as “crisp and clean with pine and citrus notes” with an “earthy, hoppy character”.
Meanwhile, Maltsmith IPA is said to feature “a caramel base with overlying hop notes of citrus, grapefruit, tropical fruits”; both beers are 4.6% ABV.
Heineken has said it expects the new range to help grow the craft beer category in the UK overall.
Sam Fielding, who heads up the team behind Maltsmiths Brewing at Heineken, said it was the right time to move into craft beer as “right now, beer is on everyone’s lips”.
“People are talking, debating, experimenting and getting excited about new beers,” said Fielding.
“But the fact is, 75% of beer drinking consumers have never tried what is commonly referred to as ‘craft beer’.
“We can have a positive impact on this sector of the market.
“This is about getting curious drinkers into the category and expanding their repertoire with more flavoursome beers – which will be a springboard for them to discover beers from the 1500 breweries in the UK.”