Sharp’s Brewery is rolling out Doom Bar in keg format to make the UK’s best-selling amber ale accessible to more on-trade outlets and drinkers across the UK.
The new keg format will widen Doom Bar’s appeal whilst protecting the ever-critical quality of the original cask Doom Bar. It will use the same great tasting and award-winning liquid available in bottle and can, which took home silver at the 2023 World Beer Awards this month.
The keg innovation has a longer shelf life, which will enable more outlets that don’t have the rate of sale or facilities to stock cask ales to expand their draught ale offering and drive more sales with a quality experience of the Doom Bar brand.
The Sharp’s team has also successfully developed a new ‘nucleated’ Doom Bar glass, which helps to create a steady stream of carbonation and maintain the head of the pint to deliver the perfect serve for both cask and keg Doom Bar every time.
James Nicholls, Sharp’s Brewery’s marketing controller said: “As the UK’s number one cask ale, we want to ensure all ale drinkers have the opportunity to enjoy a quality pint of Doom Bar in even more outlets.
“Doom Bar keg ale offers a premium product, with the benefits of maintaining quality over a longer period of time and easy handling for operators.
“Our whole team is deeply committed to continuing to drive the future of Doom Bar in every way, diversifying our packaging format to respond to changing consumer preferences whilst supporting and enhancing the quality of Doom Bar in cask.”
Doom Bar keg ale is the latest innovation from Sharp’s Brewery, following on from the successful cask launch of Sharp’s Solar Wave Hazy IPA in April. More than 300,000 pints of Solar Wave have already been sold, tapping into the growing demand for hazy beers and IPAs, a category that has grown by 68% since 2018.
For further information on Sharp’s Brewery and its products, please visit: www.sharpsbrewery.co.uk.
Issued on behalf of Sharp’s Brewery by Citypress. For more information please contact Tom Milner | Thomas.Milner@citypress.co.uk | (0)203 051 9440
About Sharp’s Brewery Ltd
Sharp’s Brewery is a modern brewer, based in Rock, Cornwall, which has grown rapidly since its foundation in 1994. Sharp’s is the largest brewer of cask beer in the South West, and Doom Bar is probably the most successful cask beer of its generation and is currently the UK’s no.1 cask beer brand *.
A testament to the quality of each drop of beer, Sharp’s has a tally of over 100 international brewing awards, including Country Winner for Chalky’s Bite plus bronze medals for Doom Bar, Atlantic and Offshore in the 2022 World Beer Awards. Atlantic was also recently awarded a bronze medal in the European Beer Star awards 2022.
In 2021, Sharp’s Sea Fury won ‘World’s Best Pale Bitter’ in the World Beer Awards and Offshore Pilsner won Country Winner (lager category) with Wolf Rock and Sharp’s Camel Valley Pilsner both earning Silver medals, and Atlantic pale ale being awarded a Bronze. Sharp’s Cold River Cider also secured silver at the International Cider Challenge 2021. Sharp’s also won a total of six awards across three categories in the 2021 International Beer Challenge including gold in the International Cask Beer category for Atlantic Pale Ale.
During 2020, Sharp’s took home six medals at the World Beer Awards plus Gold for Atlantic in the European Beer Star. Doom Bar won gold in the Brussels Beer Challenge as well as being crowned Inapub People’s Choice Award for Favourite Cask Ale. 2019 saw Doom Bar win The Grocer’s Drinks Brand of the Year, five medals at the Drinks Business Awards, five medals at the International Beer Challenge, two medals at the World Beer Challenge and five titles at the esteemed World Beer Awards 2019, all against some very stiff competition.
Sharp’s Brewery is a proud supporter of grassroots rugby in Cornwall and sponsors a number of local clubs. In 2019, Sharp’s turned the tables on the music industry through ‘Keynvor’, a partnership with Mercury Music Prize nominee Nick Mulvey to produce the first playable vinyl made from recycled ocean plastic found on the Cornish coast. Proceeds from sales of the exclusive ‘Ocean Vinyl’ including digital streams went to Surfers Against Sewage, raising around £10k, and Sharp’s also supported Surfers Against Sewage’s Million Mile Beach Clean campaign in 2021 and 2022, helping to protect British coastlines from pollution, including plastic waste.
Sharp’s recently supported Surf Life Saving Cornwall, donating £9k to provide essential first aid equipment at the volunteer run clubs around the Cornish coast.
Facebook page: @sharpsbreweryuk
 CGA data w/e 17 June 2023 and Off-Trade IRI data w/e 15 July 2023; last 52 weeks, #1 cask ale in value & volume.
 CGA data w/e 17 June 2023 and Off-Trade IRI data w/e 15 July2023; last 52 weeks, #1 cask ale in value & volume.
 CGA OPM P08, 52 weeks, 13/08/2022
For more information please contact Tom Milner | Thomas.Milner@citypress.co.uk | (0)203 051 9440
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