Majestic targets Sauvignon Blanc drinkers with new beer
Majestic has teamed up with Curious Brewing to produce a beer aimed at Sauvignon Blanc drinkers.
Curious Cuvee IPA has been created by a “combination of minds”, including former Brewdog and now Curious managing director, Gareth Bath, head brewer Matt Anderson and Chapel Down head winemaker Josh Donaghay-Spire.
The two companies said they saw a “huge opportunity” in tempting the 70% of beer drinkers who opt for lager above all else, and may not have even considered IPA until now, as well as fans of leading wine style New Zealand Sauvignon Blanc.
The team said the venn diagram of India Pale Ale and Sauvignon Blanc has often been hinted at, with both drinks occupying a similar flavour profile: dry, zesty styles.
James Reed, beer buyer at Majestic, said: “At Majestic, our best-selling wines for over 10 years have been New Zealand Sauvignon Blancs. However, often those customers may not be traditional ale drinkers at all – whether because they prefer lager or maybe are intimidated by the craft scene.
“What Curious has done so brilliantly is create an expressive, citrusy style of IPA, which we know the millions of people who enjoy their Sauvignon Blancs will love. It is a beer every bit as expressive as a crisp wine. I think it will be a hit; not just with craft puritans but also with wine and lager lovers alike. We are incredibly excited to see it on our shelves.”
Curious Cuvee IPA launches this month exclusively across all Majestic stores.