Alpacalypse has become the UK’s second-highest selling session IPA within less than a year of its launch.
Launched by Yorkshire craft beer specialist SALT, in partnership with Molson Coors, in January 2025, the 4.3% ABV IPA has become one of the fastest-growing craft beers in the UK on-trade, securing listings in over 4000 pubs and bars, making it the third-best selling beer of all craft keg ales.
Founder of SALT Brewery, Jamie Lawson, said: “With Alpacalypse, we set out to bridge the gap between the boldness of craft IPAs and the approachability that lager drinkers appreciate.
“By keeping Alpacalypse easy-going and crisp, we’ve created a beer that delivers subtle tropical flavours and citrus aromas with a refreshing finish.
“The rapid uptake we’ve seen across the UK really highlights a growing appetite for more flavourful beers among traditional lager drinkers who are craft curious but often find the leap too big, hoppy ales a bit too much,” said Lawson.
“Alpacalypse offers the perfect middle ground – it’s packed with character, but still easy-going and accessible.
“The excitement around the beer, from rate of sale to people ‘rehoming’ the glassware, really shows how it’s struck a chord with drinkers and venues alike.”
Alpacalypse’s distinctive glassware has indeed proven a hit, with social media suggesting that it has become a coveted ‘souvenir’ for beer drinkers. So much so that the brand has had to send out 30,000 additional glasses to replenish stock.
Playing into this trend, the brand is launching the ‘Pinched from the Pub’ campaign, hiding 2400 specially designed glasses across 200 participating venues.
Each glass features a discreet ‘pinched from the pub’ detail. Drinkers who spot one and share their find on social media will be in with a chance to win prizes – including £100 Ticketmaster vouchers and limited-edition branded merchandise.
