Supermalt, the UK’s leading malt drink brand, has moved into booze.
The brand has added Supermalt Foreign Extra Stout, a 7.7% abv bottled brew offering “subtle roasted caramel and chocolate flavours, sweet toasted notes, and an oaky, malted barley aroma”.
The NPD has rolled out in Morrisons and Tesco stores nationwide (rsp: £8/4x330ml). It is also available to the convenience and independent channel through wholesalers including Booker, Dhamecha and Wanis.
At a time when the stout category was “booming”, Supermalt’s offering was “designed to create new drinking occasions for Supermalt fans, as well as something different for stout enthusiasts to enjoy,” according to the brand.
“Bringing people together has always been at the heart of Supermalt – from big family parties to joyful extended gatherings,” said Supermalt marketing manager Lindsay Brown. “Our bold new stout is crafted to unlock more connection and add even more joy to the moments that matter.”
The launch would be supported with a 360 marketing campaign including a launch event, PR, social media, influencer marketing and more, Brown added.
Led by the growth of Guinness, stout has bucked wider malaise in the beer and cider category over the past year, growing 8.4% on volumes up 11.8% [NIQ 52 w/e 25 January 2025].
Supermalt was first produced in 1972 and originally used by the Nigerian army as a healthy food supplement to re-energise its troops. The brand grew in popularity thanks to its vitamin content and malty taste, becoming widely consumed among Afro-Caribbean consumers across Africa, the Caribbean and the UK.
Today, it is the leading malt drink brand in the UK, with a 74% market share [NIQ 52 w/e 14 June 2025].
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