Carlsberg Marston’s Brewing Company has added a 3.4% abv pale ale to the roster of its Shipyard brand.
Shipyard American Session Pale Ale was a “refreshing, full flavour and easy drinking American pale ale” that was “bursting with tropical fruity aromas of papaya, lychee and passionfruit”, said CMBC.
The brew has rolled out across the off-trade in four and 10-can packs, as well as in 500ml bottles (rsp: £4.25/4x440ml). It is listed in Tesco, Sainsbury’s, Asda, Morrisons and Waitrose.
It joins Shipyard Pale, Shipyard IPA, Shipyard Lowtide Low Alcohol Pale and Shipyard Portland Lager in the brand’s UK lineup.
The brew is the latest in a slew of lower-alcohol innovation from CMBC. Last year, the brewer reduced the strength of its flagship Carlsberg Danish Pilsner to 3.4% abv. It has also reduced the strength of Tetley’s Smooth Ale and Bank’s Amber Bitter, and introduced a new 3.4% abv Session IPA from Hobgoblin in 2022.
Duty changes that came into effect last August offer brewers a significant duty discount on beers below 3.5% abv.
“Beer drinkers increasingly want more choice and high-quality experiences with their drinks, whilst they are also more aware of moderation,” said CMBC director of marketing for ales & craft Jo Marshall. “As shared in the name, the new beer is a delightfully sessionable ale that fulfils both these needs, using bold American hops and fine ingredients to craft a brew that is perfect for enjoying with family and friends.”
The launch comes with Shipyard sales having slid 18.0% to £9.6m, on volumes down 26.5% [NIQ 52 w/e 21 April 2024].
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