By James Atkinson
BREAKING NEWS: Lion to distribute Corona in Australia
In an unprecedented move, Woolworths has collaborated with brewer Lion to develop a new limited release Hahn beer that will be available exclusively at the retailer's own bottleshops.
Hahn Harvest represents the first time ever that the retailer has worked in partnership with a brewer on a product development project of this scale, Woolworths Convenience Liquor business manager – beer & cider, Mark Shimmen, told TheShout
"We work fairly closely with Lion on category planning and range reviews. This is probably a first – to go into this and develop it from nothing," he said.
Shimmen said research suggests that younger beer consumers aged between 21 and 35 continually seek variety, choice and flavour in their beers, but they also have sweeter taste preferences.
He said Hahn Harvest aims to provide a bridge for these consumers from current lager styles, as an entry point to the growing craft beer segment.
"This Hahn limited release offers a more flavoursome brew but with low bitterness, providing the best of both worlds. Thus, the Hahn brewers have broken the convention that says ales are bitter," the retailer said.
|
Recent articles: ALH pub deal facing ACCC scrutiny Craft brewer wins Grand Prix pourage Pub thwarts robbery attempt |
"They have used the finest ingredients to create a very smooth, full-flavoured Australian Ale, honey gold in colour with subtle hops, slightly fruity aroma and a nice balance of distinctive malt character and sweetness."
Hahn Harvest is 4.2 per cent ABV. It will be available only at Woolworths Liquor, BWS, Dan Murphy's and selected on-premise venues just prior to Easter.
I only hope then that Tooheys will do the same for independants!!!
What a sham, another case of Woolies bossing people around.
“Hahn Harvest aims to provide a bridge for these consumers from current lager styles, as an entry point to the growing craft beer segment.” = marketing talk for “watered down, flavourless crap”