‘Modern English beer’ aims to get drinkers away from supermarkets

Suffolk brewer Adnams is launching what it claims is a “modern English beer”.

Spindrift will be aimed at upmarket pubs and bars that would not normally stock cask beers.

The product, which is being rolled out, is brewed traditionally, using dry hops for added aroma, but it is then chilled and filtered like German beers, such as Bitburger, and some American brews. It is served chilled, at 5ºC.

Adnams marketing director Steve Curzon says: “Our research identified that there were consumers who don’t drink cask beer but who would be attracted to a beer with an English provenance. They are tired of fizzy lagers, but also tired of having to go for continental beers when they want taste.”

Spindrift has been developed in conjunction with pub company Punch Taverns. Adnams has also worked with brand consultancy Star Chamber, which advised on positioning, and independent design and advertising agency Andy Hill Creative, which has created brand imagery and trade advertising.

The product will be supported by a consumer campaign next year. It will be distributed through Adnams outlets and Punch Taverns in London.

Curzon says Adnams will be looking to expand distribution in the longer term, but has no plans for sales through the off-trade.

He adds that brewers and pub companies should work together more to develop new beers that consumers will be “prepared to pay for in a pub, rather than sitting at home drinking beer they’ve got from the supermarket”.