RIDING the wave of consumer interest in hazy IPAs, independent drinks wholesaler LWC Drinks has signed an exclusive distribution partnership with Camden Town Brewery to launch its ‘Eazy Hazy IPA’ on draught.
Eazy IPA successfully launched to the off-trade last March, and LWC Drinks will now have exclusivity over its distribution in draught format in the Independent Free Trade, aiming to drive both volume and reach for the brand.
Camden’s take on the popular Hazy IPA style is described as the ‘perfect fusion of Citra and El Dorado hops’, resulting in a ‘mouth-wateringly juicy’ beer with citrus and peach flavours. Taking inspiration from a New England style session IPA, the 5% Eazy IPA presents with a golden-hazy finish.
Beer & Cider category manager for LWC Drinks, Lee Williams, said: “We’re absolutely thrilled to be putting Camden’s incredible Eazy Hazy IPA onto the taps of the UK on-trade.
“When entering discussions around this partnership we asked two questions: ‘What does it taste like?’ and ‘what is the market saying?’ Well, the liquid is outstanding, and there’s a real buzz around Hazy IPAs amongst beer lovers at the moment, so it’s fair to say we were keen.”
According to 2023 Nielsen data, IPA now accounts for over half of the volume of the UK craft segment, and Hazy IPA is the fastest growing subsegment within IPA.
Lee continued: “LWC prides itself on customer service, and being able to exclusively offer our customers innovative and trend-setting products is a core part of this. We’re confident the quality of the product, combined with the strength of LWC’s national distribution network will put Camden’s Eazy Hazy IPA on the map and, more importantly, on the taps!”
Commercial controller for Budweiser Brewing Group, Tom Mitchell, added: “Camden Town Brewery is delighted to join forces with LWC for the launch of our new Eazy IPA in the on trade. The extensive national reach of LWC, coupled with the collective strength of their sales force, makes them a great partner to get our freshest IPA out to pubs and bars across the UK.
“Given the remarkable growth witnessed by both LWC and Camden Town Brewery in recent years, we are excited to further grow the craft beer category together and deliver more value to our shared customers.”
Camden Town’s Eazy Hazy IPA draught is available in 30L kegs from Monday the 5th of February. For a limited time only, venues will also receive a free POS kit including glassware, bar runners, t-shirts and more, upon installation.
