Cricketers Arms has just added Session Ale to its stellar line-up.
Asahi Premium Beverages Brand Manager Sarah Wilson said the release is in response to a gap in the market for a mid-strength beer that delivers on flavour. Session Ale has an ABV of 3.5 percent.
“Mainstream mid-strength beer and craft beer have both outperformed the market, growing at +21.5 percent and +9.3 percent respectively* and there is no sign of this slowing down. The craft beer can market has also more than doubled in size, with +110.7 percent value growth*,” said Wilson.
“Session Ale will help continue the growth of both the craft beer and mid- strength categories, by providing a consumer preferred full flavoured beer. For retailers, it introduces a greater range of craft mid-strength offers, which will increase penetration of the segment and at the same time trade shoppers up into a higher dollar per litre brand.”
Cricketers Arms Brewer Hamish McArthur added, “Session Ale proves that your beer doesn’t need to be high strength to taste good, with the 3.5 percent ABV tasty as ever.
“With an IBU of 26, this refreshing ale is hoppy but not especially bitter, balanced with full malt character from three malts and three hops, including our Cricketers Arms signature Amarillo hops.”
Cricketers Arms Session Ale is now available in a case for $55.00 or six pack for RRP $20.00.
*IRI MAT TO 01/01/2017
