Sharp’s Brewery is rolling out Doom Bar in keg format to make the UK’s best-selling amber ale accessible to more on-trade outlets and drinkers across the UK.

The new keg format will widen Doom Bar’s appeal whilst protecting the ever-critical quality of the original cask Doom Bar. It will use the same great tasting and award-winning liquid available in bottle and can, which took home silver at the 2023 World Beer Awards this month.

The keg innovation has a longer shelf life, which will enable more outlets that don’t have the rate of sale or facilities to stock cask ales to expand their draught ale offering and drive more sales with a quality experience of the Doom Bar brand.

The Sharp’s team has also successfully developed a new ‘nucleated’ Doom Bar glass, which helps to create a steady stream of carbonation and maintain the head of the pint to deliver the perfect serve for both cask and keg Doom Bar every time.

James Nicholls, Sharp’s Brewery’s marketing controller said: “As the UK’s number one cask ale^[2], we want to ensure all ale drinkers have the opportunity to enjoy a quality pint of Doom Bar in even more outlets.

“Doom Bar keg ale offers a premium product, with the benefits of maintaining quality over a longer period of time and easy handling for operators.

“Our whole team is deeply committed to continuing to drive the future of Doom Bar in every way, diversifying our packaging format to respond to changing consumer preferences whilst supporting and enhancing the quality of Doom Bar in cask.”

Doom Bar keg ale is the latest innovation from Sharp’s Brewery, following on from the successful cask launch of Sharp’s Solar Wave Hazy IPA in April. More than 300,000 pints of Solar Wave have already been sold, tapping into the growing demand for hazy beers and IPAs, a category that has grown by 68% since 2018