Sharp’s Brewery is launching multipacks of its popular Atlantic Pale Ale in the UK off-trade
New 4x500ml packs of Sharp’s Atlantic Pale Ale will roll out in stores this month, catering to the increasing number of consumers looking to explore different beer options at home. The cans are encased in a recyclable cardboard sleeve meaning it is completely plastic free.
Sharp’s Atlantic Pale Ale’s tropical and refreshing flavours have made it popular with consumers in the off-trade and the on-trade, where it is the number one Modern Keg Ale, accounting for one-third of all value sales in the category[1].
The beer was recently recognised by industry experts across the globe at the World Beer Awards picking up a bronze medal.
Marketing Controller, James Nicholls, said; “Pale ales have become one of the most popular varieties of ale as consumers look for accessible ways to broaden their horizons and explore new options, and we only expect this to continue. We also know more people are enjoying at-home social occasions, so the launch of our Atlantic Pale Ale multipacks marries together these two trends.
“Sharp’s Atlantic Pale Ale has been recognised by consumers and experts alike for its taste and quality. We’re confident the launch of our multipacks will enable us to maintain this momentum and enable our retail customers to tap into its growing popularity.”
ENDS
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, increasing staff numbers in the last 10 years from 70 to 114. 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.
Doom Bar data points
*Off trade: UK’s Number 1 Amber Ale IRI, Grocery and Impulse, 52 weeks to 17th July 2021
On trade: UK’s Number 1 Cask Ale CGA Data P0 2021
Website: www.sharpsbrewery.co.uk
Facebook page: @sharpsbreweryuk
Twitter: @SharpsBrewery
Instagram: @sharpsbrewery
About Molson Coors
For over two centuries Molson Coors has been brewing beverages that unite people for all of life’s moments. In the UK and Ireland we now have four breweries, with our UK home in the renowned brewing town, Burton upon Trent, and a nearly 300-year-old cider press in Suffolk.
Molson Coors produces some of the most beloved and iconic beer brands ever made. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle. Our growing beverage portfolio in the UK and Ireland includes Aspall Cyder, Atlantic Pale Ale, Cobra, Madrí Excepcional, Pravha, Staropramen, Rekorderlig and Three Fold, alongside popular favourites Coors, Carling – the UK’s number one selling lager, and the UK’s number one selling cask ale – Doom Bar.
Molson Coors Beverage Company is a publicly traded company that is traded on the New York and Canadian Stock Exchange (TAP). The company’s commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities and the environment is reflected in Our ImPrint and our 2025 sustainability targets. To learn more about Molson Coors Beverage Company, visit molsoncoors.com or on Twitter through @MolsonCoors
Press release from Citypress.
For further information, please contact Sam Wardell via Sam.Wardell@citypress.co.uk.