Two new variants are brought to market by the Brookfield Brewing Co. in collaboration with Butcombe Brewery.
One of England’s most notorious kings, Richard the Lionheart, is the inspiration behind this premium English bottled ale range. Evocative of England and patriotic tradition, Lionheart ales have been launched to coincide with the upcoming full sporting calendar and are bringing innovation in the category to both the trade and drinkers alike. Available in original and golden varieties, Lionheart plans to ignite a fresh, new take on the category and bring new drinkers into the market. Collaboratively brewed with Butcombe Brewery, an award-winning brewery based in Bristol, Lionheart uses the finest English ingredients; including Marris Otter malt milled on site and a secret blend of English hops. Also being launched is Lionheart Golden ale, which too utilises a blend of English ingredients and which also has the added benefit of being gluten-free. Both are suitable for vegans.
Lionheart was created by Nigel McNally, the former Managing Director of Wells & Youngs, in the spirit of Richard I who was a fearless and peerless warrior king and leader in English history. His purposeful nature and conviction an inspiration, he would forge and follow his own path with bravery and was a true original. This beer was designed to celebrate Original England – rich in heritage and tradition and valued for its artisanship. The premium bottled ale sector presents a huge opportunity for growth and a brand with such strong recognition and accessibility presents a great chance to capture that growth and get new drinkers onboard. Nigel McNally added, “it’s a fantastic feeling to finally see Lionheart come to life. Working with Butcombe Brewery on this collaborative project has enabled us to use some of the best brewing practices and access exceptional quality ingredients to create a range that we believe will stimulate premium bottled ale sales. It’s an amazing time to launch, especially when considering all the hype that has been created thanks to the Lionesses. The fact that we also have the first ever winter World Cup is bound to see more people getting behind the national team. The forthcoming sports calendar is full of reasons to become patriotic and unite as a country to support our national teams. The name Lionheart is instilled in English history and the brand itself has cues to England within its branding. We are confident that Lionheart will appeal to both established and new premium bottled ale drinkers. The category is calling out for a new beer of England”.
“We wanted a premium ale with a classic rich and distinct English flavour combining both heritage and contemporary brewing, but different to the overly hoppy beers coming out of the modern microbreweries. The key thing is, it’s a pleasure to drink this fantastic beer. Some of the beers coming into the market now are proving a challenge to drink more than a sip. We also wanted a beer that would reflect the spirit of Richard – forging its own path; showing the courage to be an original – and we think we have achieved it. Lionheart premium ale is truly Beer fit for a king – and perhaps would have been enjoyed by king Richard himself. Considering the recent change in monarchy and the King’s coronation in 2023, it’s certainly a time where a new light will be focused on England and English tradition. Lionheart is a fantastic brand name for a beer and one that resonates with drinkers every time they watch an England player on TV or see one in the media”, said Brookfield’s Nigel McNally.
Both products are available to the trade from 14th November 2022, being launched into wholesale and independent channels first. Lionheart Original Ale and Lionheart Golden Ale have both been brewed at 4.3% abv. Available in 500ml bottles with a suggested RRP of £2.29. The brand will be supported by a mixed marketing communications campaign which will consist of printed POS support and in depot displays, trade marketing and PR, and consumer facing social media activity.
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