Sharp's extends Doom Bar into mini kegs and cans

Sharp’s Brewery has launched Doom Bar in a mini keg and can format in a bid to make its flagship beer more accessible to a wider range of drinkers.

The Cornwall-based brewer said it is responding to trends in the UK beer industry, whereby the mini keg category is growing 79% in volume terms, year-on-year; similarly the premium can category is experiencing 8% volume increase.

James Nicholls, senior brand manager at Sharp’s, said: “Doom Bar continues to experience phenomenal growth and in 2017, we sold a pint of ale every two seconds in the UK. We are 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 nine 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, 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.”

Jack Oughtred, ale and stout buyer at Tesco, said: We know that Doom Bar has a 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.”

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