Ahead of Halloween, Badger Brewery’s Outland craft beer range is embracing the dark side with the launch of a Black IPA.
At the same time, it has secured a listing in Tesco for Outland India Pale Lager, launched this summer. The Outland range now comprises eight beers just 18 months after it was launched.
Outland Black IPA is a 5% ABV beer with the characteristic combination of roasted malt flavours balanced by robust lemony, pine notes. The result is a refreshing beer with the hoppy ‘zing’ drinkers expect from an IPA, combined with subtle malty flavours. Packaged in 440ml cans, Black IPA will initially be available in selected Hall & Woodhouse pubs and the Badger online shop, retailing at £2.85.
Tesco is listing Outland India Pale Lager (IPL) in 100 of its stores, retailing at £2.85. The beer has been a hit with drinkers since its launch in June this year and is listed in 163 Sainsbury’s stores and in Hall & Woodhouse pubs. Combining the refreshing characteristics of lager with the hop forward citrus flavours of IPA, this slightly hazy, 4.7% ABV beer is perfectly positioned to entice premium lager drinkers into the craft category.
The Outland brand is now listed with four of the ‘Big 5′ multiple grocers in a total of 2,200 stores. Positioned as a ‘mainstream craft’ brand, Outland offers the interesting, innovative flavours and pack design cues associated with craft beers, presented in a way that also appeals to more mainstream beer drinkers who are new to the craft category, or simply enjoy discovering new beers.
Badger invested significantly in Outland over the summer, with a focus on encouraging consumers to sample the range at beer and music festivals. The beers’ outstanding taste received endorsement in the World Beer Awards 2024, where Outland Ginger Pale Ale won both a Gold medal and a Country Winner award in the Flavoured Beer category, while Milk Stout and West Coast IPA won Silver and Bronze medals respectively.
Giles Mountford, head of brand marketing for Badger Brewery, said: “In the 18 months since we launched Outland, it has more than delivered on our expectations: significant off-trade listings, prestigious awards for both taste and packaging, and most importantly, a positive reaction from consumers at the many events where we have sampled the beers.
“We are developing the Outland range at both ends, with styles such as the India Pale Lager, which is a classic entry level craft beer, as well as more niche variants such as the Black IPA, which is a more complex beer that will satisfy established craft beer drinkers looking for new flavours.
“As we continue to build the Outland brand, we will add styles led by craft beer trends and seasonality, while staying accessible to new or occasional craft drinkers.”
Tasting notes
Black IPA, 5% ABV
Complex and rewarding, this Black IPA delivers roasted malt in perfect harmony with robust lemony pine hop notes. Dark brown-black in colour with a dry, hop forward balance and subtle malt flavour, this is a refreshing beer with roast notes combined with bold hop flavours which are maximised by dry hopping with Centennial.
India Pale Lager: 4.7% ABV
A pale, hazy, hybrid beer combining the refreshment of premium lager balanced with the hop forward nature of a classic IPA. It combines German Hallertau hops with a big dose of Citra and Chinook to give lashings of pine and citrus.
