From Young's, canned version of new on-trade beer brand TARGET CONSUMER Murray Abraham, 38, is a litigation executive from Hampshire I don't like the can. I think it is probably meant for 18 to 25 year olds and I prefer more traditional packaging. I'd also like to see more of the Young's ram. It looks more like an alcopop or a cider rather than a beer and it is getting away from the traditional imagery, whether that is a good or a bad thing I don't know. I would take it off the shelf and try it because of the Young's name. I don't like the flavour of the beer either. It is very smooth and light and I thought it would be heavy. It doesn't have much body and it has a tinny aftertaste. It looks good in the glass and I think young people would go for it. If it is trying to switch them from lager back to beer, then it could work. Rating out of 25 ­ 15 The expert: Sally Easton Master of Wine and wine buyer for Berry Brothers and Rudd This ale effervesced greatly on opening which resulted in a glass with a thick head, although this subsided quickly. The colour is orange-brown and the nose suggestive of wet dog hair mixed with caramel. The palate is dilute and light-bodied with hints of marmalade and nuts which finishes with a slightly unpleasant lingering bitter twist. It lacks the acidity to leave the palate feeling clean and refreshed. This ale comes in a mostly grey can with a row of three bold vertical A's, emblazoned three times on the can. I doubt that this presentation gives it the shelf presence to succeed.. Success rating out of 25 ­ 7 The designer: Graham Shearsby Board creative director, graphics, at Design Bridge A positive move away from the archetypal Victoriana which abounds in the premium bottled ale sector. But there is some very confusing product communication, though! Triple A? Is it strong? Is it low alcohol? A battery size? Wandsworth water with added guarana? No ­ the triple As are the A class ingredients used in the brewing process, but does that mean the rest of the Young's stable uses anything less? Altogether a good effort to challenge conventions with the cool clean finish of the pack, but the naming lacks credibility and confuses the basic promise of a smoother, cooler, fresher beer. Success rating out of 25 ­ 18 The buyer: Steve Mayes Category controller at Landmark AAA stands for "an abject aberration". This product is absolutely, appallingly awful. I cannot think of one good thing to say about this beer. The packaging is cheap and tacky, but says lager rather than bitter. Many bitter drinkers, myself included, (should that read drinkers of bitter?) would know Young's to be a brewer of some repute and would trial AAA on the Young's badge alone. The liquid I tasted was dull, bland and lifeless and those were its good points. If I was served this in a pub I would send it back. Sorry Young's, I know you can brew decent beer. Success rating out of 25 ­ 0 Total score out of 100 ­ 40 {{DRINKS }}

Topics