Carlsberg tests Sam’s coolstout

Carlsberg-Tetley is test marketing a cask stout beer in 135 pubs across the UK, with a view to a national launch in October.

Sam’s Stout is cask-conditioned and targeted at regular cask ale drinkers and students. It is served at 8o centigrade, rather than 13oc, the standard temperature for most cask ales. It will have a similar price to Guinness and a strength of 4.2 per cent ABV.

Carlsberg-Tetley believes Sam’s will benefit from three growing trends: the resurgence of cask ales; the preference for premium draught beers; and the growing popularity of stouts.

Unlike its Irish antecedents, Sam’s is an English stout, and Carlsberg-Tetley intends to

play on its national heritage.

It is brewed by the Samuel Allsopp Brewery – Carlsberg-Tetley’s micro brewery.

Carlsberg-Tetley brands development manager Chris Sladen says: “Irish brands have had it their own way for too long, and we plan to re-establish the English credentials of the stout sector.”

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