GENIUS Brewing, the specialist light beer producer, has introduced its beers on draught for the first time.
The move sees the company’s Gen!us Craft Lager and Gen!us IPA available to the trade in 30L kegs. Both beers are brewed to 3% ABV and are low in calories.
The launch was scheduled to coincide with this year’s Rugby World Cup, with 5p from every beer sold going to the My Name’5 Doddie Foundation – an MND charity founded by rugby legend Doddie Weir.
Former Scotland and Lions rugby legend Finlay Calder OBE pulled the first pint of Gen!us in Edinburgh.
Genius Brewing co-founder Jason Clarke – who played rugby with both Weir and Calder – said: “Rugby and beer go hand-in-hand and so having a true legend like Fin pull the first pint of Gen!us feels very special. I hope that this Rugby World Cup will see rugby fans enjoy a pint of Gen!us knowing they’re supporting Doddie’s foundation.”
The company recently celebrated its five-year anniversary. For Clarke and co-founder Charlie Craig, the ‘eureka moment’ was to spot that healthy lifestyle trends would lead beer lovers to demand healthier options – so they set out to brew great-tasting craft beers with less alcohol and lower calories.
Charlie said: “Our mission is simple: to make healthier drinking a pleasure, not a compromise. While no-alcohol beers certainly have their place, most moderating drinkers still want an alcohol experience, especially in the pub. Brewed to 3% ABV with the very best ingredients, Gen!us beers offer the flavour, body, and ‘feel good’ of a real craft beer but with 40% less alcohol than many brands.”
Clarke and Craig had intended to launch Gen!us in draught in 2020 but Covid intervened and then supply chain challenges in 2021 saw maintaining production in cans become their main challenge.
On taking the big step into draught, Charlie said: “In Britain, we still love a pint in the pub. So, although home drinking has grown over the years, any ambitious beer brand has to be in the on-trade and that means being available in draft. It’s a big step for the business and an exciting opportunity to offer our #SmartDrinking craft beers to bars, restaurants, hotels, and sports clubs.”
Gen!us Craft Lager and Gen!us IPA is already available in several Edinburgh pubs, including Montpeliers, Teuchters, Ryries Bar, and The Abbotsford as well as rugby clubs across Scotland.
