American craft beer brand, Voodoo Ranger, is set to make its mark in the off-trade market this May as it launches its UK exclusive Hazy IPA (5.3% ABV) 330ml cans with two major supermarket listings.
The current number one US IPA brand will have craft beer lovers racing to get their hands on this true Ranger style ‘bold and juicy’ Hazy IPA when it lands with Ocado from 5th May as single 330ml cans and 330ml 12-packs. The 330ml single cans of the Hazy IPA will then be available on shelf at Waitrose from 10th May and is set to be stocked in 166 of its store locations across the UK.
Chris MacRae, Brand Developer for Voodoo Ranger says: “This off-trade launch into two major supermarket retailers comes ahead of our scheduled strategy for Voodoo Ranger with our plan being to initially launch to the off-trade market in late 2021. Voodoo Ranger is the final Lion Little World Beverages’ brand to secure a listing with Waitrose, which is the first major multiple to stock a variety of craft beers from all four of the brands – including Fourpure, Magic Rock and Little Creatures. We’ve seen continued growth in consumer demand for craft beer over lockdown and Voodoo Ranger has been popular with consumers since launching online through our web shop back in November. However, we never thought that we would be entering the off-trade market earlier than expected during this climate.”
MacRae continues: “Alongside our work in the off-trade, craft fans are now able to enjoy a freshly poured Voodoo Ranger pint through the recent launch into on-trade now the hospitality industry has started to reopen. Since hospitality venues have opened their doors again again, momentum has grown for the brand’s on-trade offering and we have seen six new venues agree to stock Voodoo Ranger in the past few weeks alone.”
As a pillar of the New Belgium Brewing range, Voodoo Ranger has made its way across the Atlantic under the Lion Little World Beverages’ quartet that also includes British grown Fourpure Brewing Co. and Magic Rock Brewing along with Australian favourite, Little Creatures.
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About Voodoo Ranger:
Voodoo Ranger, made by New Belgium Brewing, is the fastest-growing IPA brand in the US. Initially launched as three beers in 2017, Voodoo Ranger has released nearly 20 beers in the US over the past few years including the flagship Voodoo Ranger IPA, Voodoo Ranger Imperial IPA, Voodoo Ranger Juicy Haze IPA, along with recent releases like Voodoo Ranger American Haze, the Xperimental IPA and 1985 IPA. Voodoo Ranger has similar plans for the UK after making its way across the Atlantic under the Lion Little World Beverages’ quartet that also covers British grown Fourpure Brewing Co. and Magic Rock Brewing along with Australian favourite, Little Creatures. His journey started with the launch of a UK exclusive Hazy IPA in November 2020. For more information or to see the Voodoo-inspired iconic art and design, follow @voodoorangeruk on Instagram. To learn more about the Voodoo Ranger portfolio, visit newbelgium.com or voodooranger.co.uk.
About New Belgium Brewing:
New Belgium Brewing is recognized as a leader in sustainability and social responsibility. Founded in 1991 in Fort Collins, Colorado, the company expanded to Asheville, North Carolina in 2016 and Denver, Colorado in 2018 and is now the 4th largest craft brewery in the U.S. Dedicated to proving that business can be a force for good, New Belgium is a Certified B Corp and was the first brewery to join 1% for the Planet. The brewery has donated over $26 million to charitable causes since 1991. New Belgium is famous for its flagship beer, Fat Tire Amber Ale, along with year-round favourites like Voodoo Ranger IPA, USDA certified organic The Purist Clean Lager, and La Folie Sour Brown Ale; as well as an award-winning wood-aged sour program and innovative limited release beers. To learn more about the full product lineup and New Belgium’s Human Powered Business model, visit NewBelgium.com
About Little World Beverages:
Launched in 2020, Little World Beverages is Lion Australia’s global craft arm and represents a strong portfolio of craft beer brands in the UK market, including Fourpure, Magic Rock, Australia’s Little Creatures, New Zealand’s Panhead and more recently US brand New Belgium Brewing.
This UK-based arm of Lion’s Australian brewing business is spearheaded by Managing Director of Lion Little World Beverages Europe, Gordon Treanor. With more than 20 years’ experience in beer, most recently heading up Lion’s craft portfolio in Australia, Treanor brings a wealth of knowledge from the dynamic Antipodean market that he hopes to translate into the rapidly growing UK craft sector.
London’s Bermondsey-based Fourpure and Huddersfield-based Magic Rock lead the charge with national distribution through leading retailers and a strong portfolio of core and seasonal products. The pair have been at the forefront of the craft beer scene since 2013 and 2011 respectively.
Press release from Storm Communication on behalf of Little World Beverages
For further information or high res imagery, please contact the Little World Beverages press office on 020 7240 2444, or email llwb@stormcom.co.uk.