Award winning Netherlands brewery, Lowlander Beer has announced the launch of their ‘Grow Your Own Garnish’ campaign in the UK on-trade, launching this month at the New World Trading Company sites and running until the end of May. The promotion will be rolling out to other bars during the Spring.
Designed to encourage customers to try Lowlander’s two low-abv Botanical Infusions as a long drink, garnished with a sprig of mint, the team in Amsterdam has created Grow-Your-Own garnish kits for UK on-trade customers.
With the purchase of a bottle of Lowlander Botanical Infusion from a participating bar, customers are given a complimentary mint botanical kit to grow their own garnish at home. They are encouraged to plant the organic mint seeds in the recycled grow bag, register on the Lowlander website to receive a voucher for a free Lowlander beer from any participating bar and bring their home-grown mint back to the bar to garnish their beer.
Lowlander’s Chief Botanical Officer, Frederik Kampman, says, “In the same way that gin is brewed with botanicals, the two low-abv Lowlander beers (Lowlander Ginger & Kaffir Lime and Lowlander Yuzu and Grapefruit) contain botanicals, making a new style of summer drink perfect for consumers who think they might not like beer. The introduction of the fresh mint garnish will encourage consumers to look at a new way of drinking beer.”
- Pick up your free Grow Your Own Garnish kit at a participating bar close to you.
- Register on the Lowlander website www.lowlander-beer.com/growyourownand receive a voucher for a free beer.
- Plant the organic mint seeds in the recycled tea bag to Grow Your Own Garnish.
- Take your garnish and voucher to a participating bar and redeem your free beer, garnished with your own-grown mint!
Participating bars and the promotion mechanics can be seen here: www.lowlander-beer.com/growyourown
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Notes to editors
LOWLANDER BOTANICAL INFUSIONS
The Botanical Infusions range features two flavour combinations, Ginger & Kaffir Lime and Yuzu & Pink Grapefruit. The beers are made using Lowlander’s unique botanical brewing method; a hybrid infusion of botanicals and beer, as well as herbs, spices, and fruits. At 2.5% abv, the Infusions dial down the alcohol content, instead introducing aromatics such as fine teas to complement the botanicals.
The result is a unique drink; more characterful than a soft drink, more refreshing than a beer. That’s why the Botanical Infusions need to be served differently – as a long drink garnished with a sprig of mint, which adds a burst of freshness on the nose, priming your palate for the citrus notes in each Infusion.
LOWLANDER BOTANICALLY BREWED BEERS
Lowlander Beer has four core beers in the range, White Ale, American Pale Ale, IPA and Poorter, with a limited edition Winter IPA brewed with recycled Christmas tree needles.
Botanical Infusions On-Trade Price
Lowlander Yuzu & Grapefruit Infusion at Trading House, New World Trading Company: 2.5% / £4.95 / 330ml
Retail Price
From £2.59 for 33cl
Trade enquiries
James Clay +44 (0)1422 377 560 / info@jamesclay.co.uk
Andrew Coates. +44 7557 194713 / andrew@lowlander-beer.com
Website: www.lowlander-beer.com. Follow Lowlander’s journey on Instagram and Facebook & Instagram: @lowlanderbeer
For more information, a fact sheet about Lowlander or hi res images, please contact:
Amanda Moorhouse or Amy Van Schalkwyk
MPR Communications
amanda@mprcommunications.co.uk / 07974 197909
amy@mprcommunications.co.uk