Show Off Lager

Camden Town Brewery has replaced its India Hells Lager with a new brew, called Show Off Juicy Lager.

The beer (5.8% abv) is made with Magnum, Chinook, Simcoe and Mosaic hops, which the brand said gave it “juicy stone fruit and citrus flavours”. It rolls into Tesco this week as part of the retailer’s Drinks Festival (rsp: £2/330ml).

Camden had “always been a lager-loving brewery, so four years ago when everyone was going mad for IPAs we created our IHL”, said the brand’s sales director Adam Keary. “At the time the 6.2% abv beer felt dark and edgy, so we created a brand that matched. However, over time that brand didn’t feel right for the beer we were brewing anymore.

“Lager is often typecast as refreshing but it’s capable of so much more. This beer is crisp and clean but also hoppy and juicy, really showing off what lager can be. So that’s simply what we decided to call it. At 5.8%, it’s an interesting but accessible addition to the craft shelf.”

The launch will be backed by in-store tastings and a digital and social marketing campaign.

The news comes on the back of a bumper year for Camden, which was bought by AB InBev in 2015.

Supermarket value sales of its beers were up £3.4m to £5.1m - a 192.2% increase - as of this spring, on volumes up 207.1% [Nielsen 52 w/e 21 April 2018].