Moorhouse’s Brewery adds new craft beers to its portfolio

Moorhouse’s Brewery is adding a range of hoppy keg beers and low-alcohol botanical products to its product portfolio from April.

The first new craft beer to be launched next month is Malkin Pale Ale with 4.1% alcohol by volume (ABV). It has been brewed with Citra, Eldorado, Calypso and Cascade hops that provide grapefruit aromas and mango, orange and pear flavours. It will be available in a 30l keg with 3D lens labels from April and in 330ml cans from the summer.

The Malkin will be followed by 5% ABV American pale ale Sabbath Flight iin April and a collaborative lager in the summer.

Moorhouse’s new low-alcohol botanical products will be the final addition to the brewery’s portfolio for 2018. They will be launched in 300ml cans in the autumn and are inspired by the brewery’s founder who brewed lower alcohol hop bitters and botanical beers for the 19th and 20th century temperance movement that sought to limit the production and consumption of alcohol in the UK.

The low ABV beer category has been growing significantly in the UK. According to research by global alcoholic beverages conglomerate AB InBev, 32% of UK adults have tried alcohol-free beer. Harris Interactive found that 41% of UK drinks said in 2017 they were actively trying to drink less, representing an increase of 8% from 2016. This trend has pushed leading beer brands to produce low alcohol products, including Budweiser, Leffe and Becks.

These product launches follow the brewery’s launch of a pilot facility called M1, which allows the brewing team to experiment with small batch brews.

Moorhouse’s Brewery managing director Lee Williams said: “The Moorhouse’s brand is synonymous with brewing quality; it’s one of the reasons I joined the business. I wanted to harness that and challenge the brewers to create new styles that fit a modern brief alongside our much-loved existing cask range.”

“The new beers, along with established favourites and pilot runs, will ensure that we can offer a choice of beers and styles to our drinkers and importantly not just in cask but keg and can for the first time.”

In addition to the launch of new products, Moorhouse’s has hired UK brand design consultants WPA Pinfold to create a modern, unique labels for the brewer’s existing and new products. The designs have been inspired by the legends of Pendle Hill where the Moorhouse’s brewery is located.

Commenting on the new look, Williams said: “Our brand image has been outdated for too-long and our products lost in a crowded market. The new look will stand out for all the right reasons now and broaden our appeal. It’s an opportunity for customers and drinkers to reappraise Moorhouse’s as a brewer.”

Existing products in Moorhouse’s portfolio include strong ale Pendle Witches Brew, Lancashire bitter Premier, mild Black Cat and amber ale Pride of Pendle.