London-based craft brewer Fourpure has teamed up with Majestic Wine to launch an IPA, available only in a 330ml can six-pack format.
The 4% abv beer, Easy Peeler Citrus IPA, will roll out exclusively to Majestic next month.
Fourpure was trialling a beer solely as a six-pack for the first time “to see how the market reacts”, a spokeswoman for Fourpure said. “This is a really interesting space to watch as multibuys increase and more beer drinkers purchase to drink at home or share with friends.”
The brewery was “keen to trial something new, reach new audiences and get people thinking about the beer”, she added.
Fourpure is to start brewing Easy Peeler this week, with cans arriving at the brewery on 30 August. They are expected to launch in Majestic on 17 September.
The news comes as the brewer has ramped up production at its Bermondsey facility following a £2m investment, expanding its size to 25,000 sq ft. Its American Pale Ale and Session IPA cans currently retail in Tesco and Asda.
Majestic, too, has expanded its presence in craft beer to meet escalating demand for trendy brews, having rolled out over 100 local beers to its stores over the past year, on top of numerous national lines since the start of the year.
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