A new beer is selling itself with the unusual claim that most who sample it can't stand a second sip.
Crazy Ed's Chili Beer, which contains a whole serrano chilli pepper, is being launched in the UK off-trade by importer Pierhead Purchasing.
Three quarters of those who tried the 4.5% abv brew couldn't take another mouthful, according to Pierhead's research. However, the same survey also found that a similar proportion would challenge a mate to try the beer, with two-thirds agreeing that it would be a great stag party test for the groom.
Director of imported beer Michael Cook said the newcomer would spice up Pierhead's portfolio and he anticipated that its innovation, design and quirky sense of fun would give it great success in the off-trade and grocery sector.
"There is no doubting the beer is an acquired taste," he added. "But we're confident it will appeal to those who adore hot food and in the challenge of drinking it."
Crazy Ed's Chili Beer, which contains a whole serrano chilli pepper, is being launched in the UK off-trade by importer Pierhead Purchasing.
Three quarters of those who tried the 4.5% abv brew couldn't take another mouthful, according to Pierhead's research. However, the same survey also found that a similar proportion would challenge a mate to try the beer, with two-thirds agreeing that it would be a great stag party test for the groom.
Director of imported beer Michael Cook said the newcomer would spice up Pierhead's portfolio and he anticipated that its innovation, design and quirky sense of fun would give it great success in the off-trade and grocery sector.
"There is no doubting the beer is an acquired taste," he added. "But we're confident it will appeal to those who adore hot food and in the challenge of drinking it."
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