Diageo is ramping up off-trade distribution of its Jeremiah Weed brews.

Produced from fermented fruit alcohol, the 4% abv drink is available in two flavours, Jeremiah Weed Root Brew with ginger and Jeremiah Weed Sour Mash Brew with bourbon.

Diageo is hoping to tap into the growing market for alternatives to standard beers, as shown by the success of the world beers market, and will be supporting the launch with advertising activity and sampling at festivals.

“The segment is an exciting one for us,” said Diageo GB head of innovation commercialisation Ronak Mashru.

The brews have rolled out to Asda and are launching in other retailers in the coming weeks.