Brooklyn Brewery pairs up with Carlsberg UK to sell Scorcher IPA

02 May, 2017

Brooklyn Brewery has paired up with Carlsberg UK for the distribution of its new Scorcher IPA across the UK on-trade market.

Scorcher IPA has been launched in two new formats this spring, with draught available in on-trade, and cans available in the off-trade market throughout the UK.

Brooklyn Brewery beer is imported into the UK from New York and overseen by brewmaster, Garrett Oliver.

Oliver said: “It's funny to note that we actually first released Scorcher in 2004. At the time, most people seemed to only want massive IPAs but other brewers were really big on Scorcher.

“Fast-forward to 2017 and we've updated the beer with even brighter hop notes and it's now our go-to beer for barbecue food and evenings out in the pub.”

Scorcher is a 4.5% ABV Indian pale ale, brewed with amarillo, simcoe, cascade and bravo hops and is currently available in bottles, cans and 30L kegs.

Carlsberg UK has distributed the Brooklyn Brewery beer portfolio in the UK since January 2017 and the UK brewer has put on-trade a priority for the New York beers.

Vice president of marketing at Carlsberg UK, Liam Newton, said: “Building wider interest and access to Brooklyn Brewery’s craft beer portfolio in the on-trade is a priority for us as a brewer this year, where it complements our premium beer portfolio.

“We’re thrilled to be able to introduce Scorcher into the on trade on draught and into the on and off-trade in cans for the first time in the UK, building on its existing popularity as a quality bottled beer.”


Dominic Roskrow

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