Yorkshire independent craft brewery SALT has just launched Alpacalypse Session IPA exclusively to the on-trade, in partnership with Molson Coors.
The creation of Alpacalypse is described as the ‘exciting next stage’ of the ongoing partnership between SALT and the brewing giant, which became the indie brewery’s exclusive distribution partner in 2021.
But Alpacalypse is the first time the two have partnered on brewing as well as distribution.
Recent research suggested that 24% of GB consumers regularly drink lager in a pub or restaurant, but less than a third of them (9%) would choose a craft beer.
With that untapped potential in mind, Alpacalypse aims to bring more mainstream lager drinkers into the craft category.
Leveraging Molson Coors’ considerable scale for both brewing and distribution, Alpacalypse will be available to venues across the country from this month onwards.
Going out at 4.3% ABV, the new brew is said to offer a ‘more sessionable taste than traditional craft beers, slightly hazy with a crisp refreshing finish’.
SALT founder Jamie Lawson said: “Alpacalypse uses American hops to create a modern, hazy pale ale with a citrus aroma, tropical flavour and gentle bitterness; offering a balanced, great-tasting and sessionable liquid that is perfect for both established craft beer lovers and those looking to try craft for the first time.
“At SALT, we’re enormously passionate about craft beer and brewing and we want to bring even more people to this incredible category,” said Lawson.
“This launch marks an exciting new chapter for us and is a great next step in our partnership with Molson Coors who have played an important role in the growth of our beers and business over the past few years, allowing us to reach more consumers through our distribution partnership.
“Expanding our partnership with Alpacalypse allows us to access more brewing capacity to reach an even bigger audience with this great new beer, as well as continuing to tap into Molson Coors’ national sales network.”
The name Alpacalypse was inspired by SALT’s home village of Saltaire’s history in the textile industry, with wool-bearing alpacas immortalised as the calm-headed face of the brand.
