Badger launches IPA to "bridge gap" in UK market

14 August, 2018

Badger Beer has released The Wicked Wyvern, a West Coast-style IPA following the brand’s successful rebrand of its entire core range.

The Wicked Wyvern (5%abv) refers to a mythical creature from the UK and the packaging has been designed by London design agency Brand Opus. The new beer is only available in 330ml x6 cans in Tesco, with RRP £6.

Sarah Pace, brand manager at Badger Beer, said: “IPAs are still a growing segment in the UK beer market and attracts younger consumers. 

“Our new design hopes to bridge the gap between mainstream and craft ales which we believe still has a large potential for growth.

 “The Wicked Wyvern responds to this gap in the market and we believe it will open up the IPA category to a broader group of consumers looking to explore new flavours.” 

Wicked Wyvern will also be available on draught in all Hall and Woodhouse

Pubs across the UK and the launch follows the £1.25m rebrand of Badger’s core range earlier this Summer.

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