Tennent Caledonian is targeting younger shoppers with a three-strong range of premium bottled ales.
Debuting now in Tesco and Co-op, the Caledonia collection comprises Outpost IPA, a subtly fruity beer dominated by strong, malty grain flavours; Double Hop; a sweet brew with an obvious citrus nose; and Hopscotch, a whisky oak variant that has a smoky, wood flavour with a hint of vanilla. Available in a 500ml format, each ale has a 5% abv.
The NPD was targeted at a “new generation who lean towards premium, quality drinks and brewer innovation”, said Tennent’s, adding that one in five bottled ale shoppers was aged under 35.
Wendy Espie, the brewer’s senior brand manager, said: “The premium bottled ale market is expanding quickly, and there is real consumer demand for high-quality beers, something two thirds of beer drinkers believe is worth paying more for.
“Premium ale is currently the most innovative category in drinks and there is a clear consumer desire to seek out and try new products, with over half of beer, wines and spirits shoppers saying they like to try new and different products.”
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