SALT is expanding its range with the launch of Alpacalypse Session IPA (4.3% ABV) – a new beer developed exclusively for the on-trade in partnership with Molson Coors.
Alpacalypse will be available to venues across the country from January 2025, offering a more sessionable taste than traditional craft beers, slightly hazy with a crisp refreshing finish.
Like all beers by the Yorkshire based craft brewery, Alpacalypse was inspired by its home village of Saltaire and its rich history in the textile industry. Alpacas and their hardy, fire-retardant wool have been immortalised as the calm-headed face of Alpacalypse, appearing on its eye-catching glassware.
Salt is an independent brewery, started in 2018 by Jamie Lawson, who’s pub background inspired the vision to bring pubs and brewing together at Salt Beer Factory and to create beers that appeal to a wide range of consumers, served in a shared space between the brewer and the consumer.
With recent research showing that 24% of GB consumers regularly drink lager in a pub or restaurant, but less than a third of these (9%) would choose a craft beer[1], the new product aims to bring more mainstream lager drinkers into the craft category.
Molson Coors has had a trading relationship with Salt for more than a decade, most recently becoming SALT’s exclusive distribution partner in 2021, helping it increase Salt brands distribution across the UK.
The launch of Alpacalypse represents the exciting next stage of this partnership. For the first time SALT is partnering with Molson Coors on brewing as well as distribution, leveraging Molson Coors’ scale brewing and distribution capabilities to help it reach more consumers through pubs and bars across the country.
Jamie Lawson, dounder of Salt, said: “Alpacalypse uses American hops to create a modern, hazy pale ale with a citrus aroma, tropical flavour and gentle bitterness; offering a balanced, great-tasting and sessionable liquid that is perfect for both established craft beer lovers and those looking to try craft for the first time.
“At Salt, we’re enormously passionate about craft beer and brewing and we want to bring even more people to this incredible category.
“This launch marks an exciting new chapter for us and is a great next step in our partnership with Molson Coors who have played an important role in the growth of our beers and business over the past few years, allowing us to reach more consumers through our distribution partnership.
“Expanding our partnership with Alpacalypse allows us to access more brewing capacity to reach an even bigger audience with this great new beer, as well as continuing to tap into Molson Coors’ national sales network. We’re really looking forward to seeing the reception that Alpacalypse gets in pubs and bars across the country.”
The roll-out will be supported by an integrated marketing campaign in the Spring, including out-of-home advertising, social media content and launch events.
