Belhaven Brewery is looking to tap into growing demand for flavoured lagers with the launch of Belhaven Twisted Peach.
The 4% ABV lager is described as blending notes of bright, ripe peach with a base of easy-drinking premium lager.
The Greene King-owned brewer said the product has been introduced as demand for fruit lagers continues to grow in the on-trade, with a younger and more diverse target market than other beers.
The company said that, ‘with strong growth and increasing demand for more flavour-driven beer experiences, the category is fast becoming a key driver of value for operators’.
Belhaven has designed the Twisted Peach branding to be as eye-catching as possible in order to encourage customers to trade-up to the more premium serve from standard lagers, with a look that ‘has been crafted to feel contemporary, elevated and distinctive at point of sale, with broad appeal across demographics’.
“Twisted Peach is about bringing a bit more excitement back into lager,” said Suzie Carlaw, marketing manager for Belhaven Brewery.
“It delivers that clean, refreshing base that people love – but layered with a natural peach character that feels both premium and incredibly drinkable.
“It’s a modern take on lager, designed to stand out on the bar and give drinkers something genuinely different.”
Twisted Peach is the latest addition to the Belhaven product range.
Earlier this year the company reintroduced its Twisted Thistle IPA to the market with a new recipe and, last year, launched a new lager – Belter – into the on-trade.
Twisted Peach is available now.
