Proof Drinks introduces Swedish Pistonhead lager with 'rock'n'roll attitude' to UK

By Peter Ruddick

- Last updated on GMT

Related tags: Beer

Pistonhead, a lager produced by Spendrups, Sweden’s largest brewery, is being launched in the UK by Proof Drinks
Pistonhead, a lager produced by Spendrups, Sweden’s largest brewery, is being launched in the UK by Proof Drinks
Proof Drinks is introducing Swedish 'rock'n'roll attitude' lager Pistonhead to the UK on-trade market and is targeting venues which support live music.

Product details:

The 4.6% ABV beer is produced by Spendrups, Sweden's largest brewery. It was launched in 2010 and has a golden straw colour with a malty scent containing a hint of dark loaf. The full-bodied malt flavour features a distinct but balance bitterness.

Pistonhead contains a malt using both Pilsner and Münchener hops and is fermented for 10 days before being stored for two weeks.

USP:

The beer, which has not previously been available in the UK, was created in a unique, so called 'Brutal Brewery Workshop' where brewers and marketing professionals worked together to create an innovative brand.

The beer enjoyed record sales in its first year in Sweden aided by social media engagement - the unique skull design on the can even spawned fan groups and tattoos. A similar campaign is now being planned in the UK where the drink will be targeted at club nights and venues with touring bands or live music.

Leif Borjesson, Pistonhead marketing director said:

“It’s old school: music, fashion, tattoos, hairdos and art. We want to learn to interact with our audience and build a brand together. You have to bring consumers with you - it’s more humble that way.”

Availability:

Pistonhead is currently available in 330ml cans ahead of a bottle and draught launch next year. The product can be bought from most major wholesalers from the end of November.

Cost:

Hospitality businesses will be able to purchase a pack of 24 cans of the lager at a wholesale price of £17-£18 plus VAT.

Why should you buy it?

Claire Madams, brand manager of Proof Drinks, said:

"Pistonhead’s look and ethos are cool and full of attitude so we want to make sure this is reflected in the way we market the product and where we place it in the market: imagine Pistonhead wasn’t a lager at all, but an awesome new and unsigned band and you get the idea!

"We are lucky enough to be entering what I believe is a revival of self-­expression that has been dormant for few years now: a new breed of young people are feeling more freedom to be 'out there' and creative with their style and music tastes and we intend to keep up with them all the way."

Other products on the market:

  • Next year, Proof Drinks will also launch Pistonhead Crude Oil - a 30% ABV liquor made with liquorice and chilli.
  • Scottish brewer BrewDog, which also boasts 'punk' credentials, is now selling its 28% ABV beer Ghost Deer in 60ml bottles in a bid to 'kill beer stereotypes'.

More information:

www.proofdrinks.com​ 

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