Siren Craft Brew is making an audacious attempt to beat the Twitter algorithms and get their new beer trending! Lumina, which sits in their flagship range as a very popular 4.2% Gluten Free Session IPA was launched 3 years ago on June 19th, 2020. To celebrate, Siren has brewed “Illuminati” – an 8.4% Double version of Lumina, which uses “Luminosa” hops.
To mark this occasion, they have set themselves 2 goals, with a big charity donation in mind. Instead of asking for donations from the public, if both goals are hit Siren will be directly donating £10,000 across charities close to home for members of the Siren team.
It’s Siren’s 10th anniversary year, and charity has been a big part of their internal goals this year, having already raised £3080 divided between Dingley’s Promise, Launchpad and the RNLI, £2528.20 for Autism Awareness and £2840 for Alzheimer’s Research UK.
Here are the two goals –
1 – To have Lumina and/or Illuminati pouring in 1000 sites nationwide. Be it in keg, cask or can, the aim is to get the beer across their network into as many pubs, bars and bottleshops as possible.
2 – To get Lumina and/or Illuminati trending on Twitter on Friday 30th June. If every site hosting the beers sends a tweet, they’re halfway there, but need the public to get behind the idea as well.
If both goals are hit, the full £10,000 will be donated. If the goals aren’t hit then there will still be a very generous charity donation, with future charitable endeavours already lined up.
In a difficult time for small breweries in general, changing algorithms has also made it challenging for independents to make their voices heard on social media. Siren aims to prove that small businesses can still ‘cut through’ with the support of their communities, and make a positive difference in the process.
Please help by sending out a tweet from 7pm on Friday 30th June. You can follow @sirencraftbrew and check out their posts for guidance.
If you are yet to try Lumina – contact Siren for samples and further information.
NOTES TO EDITOR-
Additional Notes…
Lumina – 4.2% Gluten Free Session IPA
Launched in lockdown 2020 and has since become Siren’s best selling beer.
Siren Craft Brew has meticulously selected only the very best ingredients to ensure Lumina offers optimum flavour. Please find a breakdown of these below:
Marris Otter, a UK heritage barley, is the backbone of many world class beers and considered the ‘Rolls Royce’ of Simpsons’ malts. This is the launch pad from which Lumina is layered upon, blazing a touch of sweetness in flavour
Both flaked and malted oats. Siren decided to use a combination of oats to add depth and volume to the body to ensure a smooth and soft sensation when drinking. The oats make up approximately 15% pf the grist
For kettle hops, a combination of Hallertau Blanc, Mosaic, Chinook are mixed at the whirlpool stage of the brew. This offers just the right amount of bitterness to the beer, balancing things out nicely and making it so ‘sessionable’. Using hops at this stage also drives punchy tropical fruit flavours
Siren dry-hop Lumina with Azacca, Mosaic, Ekuanot and Hallertau Blanc. Hopping this late in the process is the reason the aroma shoots out of the can so immediately, bursting with mango, pineapple, and orangey notes
Lumina is fermented with Siren’s unique house-strain of Vermont yeast, injecting subtle peach and apricot flavours. It is perfect for hoppy, hazy beers and Siren have it to thank for most IPAs and pale ales in its flagship range
Lumina and campaign assets available here – https://www.dropbox.com/scl/
About Siren Craft Brew
Headquartered in Berkshire, Siren Craft Brew is a passionately independent brewery that truly believes there is a beer for everyone. Brewed and packed in Finchampstead since 2013, the multi award-winning brewery is proud of its quality, unfiltered, modern, flavour-forward beers using only the best ingredients.
The Siren Craft Brew range is firmly rooted in Greek mythology. It is said the sirens’ voices entwine into a complex, layered melody, and so do the ingredients that go into making great beer.
Starting seven years ago as a team of three, Siren Craft Brew has blossomed into a team of over 60 people, brewing the equivalent of almost four million pints (over six million cans) in 2022. Founded by Darron Anley, the modern brewery now exports to 25 countries worldwide, self-distributes throughout the UK and is now stocked by Waitrose, Morrisons, Asda, leading chains plus independent pubs, shops, and restaurants (including Michelin starred sites).
Siren Craft Brew also sells direct to the consumer through its website and on-site tap room. The company has a prolific brewing schedule, on average releasing an experimental beer every week. A drinks industry trailblazer, Siren is a leader in barrel ageing and the interplay between wood and beer.
For more information, visit the Siren Craft Brew website or connect via Facebook, Twitter, Instagram, Untappd and RateBeer.
Contact: siren@sirencraftbrew.com
Third-party news items that are posted on the Guild website’s news section come from press releases received by the Guild. These press releases are posted as they have been received and their publication on the Guild website is intended as an informational service provided to our members and website visitors. As such, the publication of a story from a third-party source is neither an endorsement of the content, nor its sender, by the Guild. For enquiries on any news item, please use the contact details that can be found at the bottom of each post.