Sharp’s Brewery launches Doom Bar Mini Keg and Can
New formats will give consumers more options to enjoy UK’s No.1 cask ale
To celebrate the continued success of Doom Bar, the UK’s No.1 cask and Premium Bottled Ale brand, Sharp’s Brewery has launched Doom Bar mini keg (4.3% ABV) and can (4.3% ABV) in the UK off-trade. Available to all Sharp’s stockists, the new formats will give consumers even more choice of how to enjoy the beer.
The Cornwall based brewer has responded to trends in the UK beer industry, where the mini keg category is experiencing a huge rise in popularity, growing 79% in volume growth year-on-year. Similarly, the premium can category is becoming an increasingly popular format, experiencing an 8% volume increase year-on-year. The new formats will make Doom Bar more accessible to a wider range of drinkers.
James Nicholls, Senior Brand Manager at Sharp’s Brewery said: “Doom Bar continues to experience phenomenal growth and in 2017, we sold a pint of the ale every 2 seconds in the UK*. We’re really proud of its success and wanted to give our loyal Doom Bar fans even more ways to enjoy their favourite beer.
“We are constantly innovating to respond to new trends and meet growing consumer demand to provide our customers with as much choice as possible. With nearly 9 pints in every mini keg, the mini keg and cans are ideal for the summer months and enjoying a BBQ on the beach with friends and family.”
Andrew Madden, Head Brewer at Sharp’s Brewery, said: “Doom Bar mini keg and can will maintain the same much-loved flavour profile and consistent high quality, by being taste-matched and recipe-matched using exactly the same ingredients.”
The new mini keg and can are the first products to debut Sharp’s new visual identity, which will be rolled out across the entire Sharp’s 500ml bottled portfolio in the coming months. Doom Bar can multi-packs will use cardboard packaging, a first for Sharp’s Brewery and a move that highlights the brewer’s commitment to sustainability.
Jack Oughtred, Ale and Stout Buyer at Tesco: “We know that Doom Bar has great reach in its current bottle format, however we also know that many of our shoppers exclusively buy into the can format. This therefore allows what is already a strong brand to appeal to a new shopper base and drive incremental sales as a result. “As a retailer, we at Tesco are fully supportive of Molson Coors using cardboard packaging for this launch as a way of reducing the amount of first use plastic coming into our stores. This also undoubtedly adds to the premium look and feel of the product and is a first with this particular subgroup of products.”
Amber ale Doom Bar is inspired by its namesake, the treacherous sandbank at the mouth of the Camel Estuary near Sharps’ home at Rock, North Cornwall. The beer is a balanced, complex blend of succulent dried fruit, lightly roasted malt and bitterness with a refreshing finish. Doom Bar has been celebrated with many awards, most recently winning Inapub People’s Choice Award – Favourite Cask Ale Gold 2017.