Bass Brewers to roll out Arc super-chilled lager

Bass Brewers is to launch Arc, its super-chilled lager, nationally this summer.

The premium draught lager, which is served at sub-zero temperatures, has been on trial in a number of outlets in the South-east since September last year.

A specially developed pouring process, which creates a head of ice crystals in the glass, keeps the drink cool. The glass is sprayed with cold water before the lager is poured and ultrasonic waves trigger the formation of ice crystals.

In the coming months, Bass will roll out the brand in 13 cities across the UK, including Birmingham, Bristol, Liverpool, Leeds, Glasgow and Edinburgh.

Initially, the launch will be supported by point-of-sale promotions, although a spokeswoman for Bass says an advertising campaign may be developed at a later date.

This week Carlsberg Tetley was reported to be interested in buying the Carling brand or the rights to make Stella Artois in the UK, as a way of resolving the dispute over Interbrew’s takeover of Bass.

Earlier this year the Competition Commission ordered Interbrew to sell Bass Brewers, which it bought for £2.3bn in 2000.