Badger Brewery is set to boost its Outland craft beer brand over the summer, with the launch of two new variants, India Pale Lager and Tropical Pale Ale and an extensive sampling programme at beer and music festivals.
Outland India Pale Lager (IPL) is a union of the two most popular beer styles, lager and IPA. Clean and refreshing characteristics of lager are combined with the hop forward, citrus and pine profile of IPA.
Slightly hazy and coming in at 4.7% ABV, it’s perfectly positioned to entice premium lager drinkers into the craft category. Tropical Pale Ale is a 4.3%, fruity, sessionable pale ale with hints of mango, brewed with Cascade and Amarillo hops.
Both IPL and Topical Pale Ale will be available on draught in Hall & Woodhouse pubs, and in cans, initially through the Badger online shop. The NPD pipeline will also see at least one more variant launch this year, taking the Outland range up to eight flavours, available on rotation.
Outland will be sampling a number of its beers, including IPL and Tropical Pale, across the summer. With a bar at three of the country’s biggest craft festivals in Bristol, Manchester and London, Outland will reach an estimated 100,000 consumers by August, including the brand’s presence earlier this year at Brew//LDN and Teddy Rocks – a music festival near its home town of Blandford, Dorset. Outland will also be promoted through ongoing advertising on digital and traditional channels, reaching an estimated 20 million consumers this year.
Outland has reached the finals of this year’s Grocer Gold Award, in the Drinks Brand of the Year category. It was shortlisted on the basis of its commercial success: since launch in April 2023, Outland has secured listings with four of the ‘Big 5′ multiple grocers in a total of 2,200 stores. Volume sales this year are predicted to be up threefold compared to 2023.
Giles Mountford, head of brand marketing for Badger Brewery, said: “We’re delighted with Outland’s success in its first year, and are putting significant investment behind the brand to build on this momentum.
“We’re putting the emphasis on sampling, as we know that the beers perform really well on taste, particularly with drinkers who are looking for a craft beer but don’t always want the very high ABVs or extreme styles that are prevalent in the craft sector. By creating Outland as a mainstream craft brand, we’re able to draw new drinkers to craft, particularly from premium bottled ales and premium lager.”
He continued: “We’ve been adding new variants to the Outland range regularly, to offer the fluid, changing line-up that customers expect of a craft beer brand. As the latest additions, IPL and Tropical Pale Ale both hit the spot as on-trend craft styles, while also staying accessible to new or occasional craft drinkers.” Future additions to the range will be led by craft beer trends and seasonality.
