Leinenkugel aim for new drinkers with canned beer
Leinenkugel’s has long been associated with beers that reward drinkers with a refreshing burst of flavour.
Now the brewery is dipping its toe in the water with its first session sour-style ale, Leinenkugel’s Juicy Peach.
Balancing a hint of sweetness from natural peach juice with subtle tart notes, Juicy Peach is the brand’s first entrant into a flavour trend that’s been outpacing the overall market.
It will be available year-round, sitting alongside other flavour-forward beers such as Leinenkugel’s Summer Shandy, Leinenkugel’s Berry Weiss and Leinenkugel’s Lemon Haze IPA.
“Leinenkugel’s is known for its approachable and flavourful beers that appeal to drinkers across the spectrum. Juicy Peach is the latest example of that,” says Crystal Hubert, associate marketing manager for Jacob Leinenkugel Brewing Co.
“We’re known for a flavour-forward portfolio, and peach is one flavour we haven’t dabbled in before. This is our first fruited session-sour, and so far, we’ve gotten an extremely positive reaction from drinkers. We think people are really going to love it.”
Light-bodied with a crisp texture, Juicy Peach won’t make drinkers’ mouths pucker. There’s a ripe juicy peach flavour upfront, followed by subtle tartness and lingering notes of peach in the finish. The beer uses Moravian Two Row barley, red wheat and caramel malt, and Leinenkugel’s’ preferred hops, Cluster.
The brewery aims for Juicy Peach, which weighs in at 4.4% alcohol-by-volume and 10 IBU, to bring in new drinkers who appreciate flavour and sessionability but don’t want to be overwhelmed by too much sourness.
Available in six- and 12-packs of cans, Juicy Peach landed on shelves in the Great Lakes region late last month.
The beer can also be found nationally in the new Lodge Pack, a variety pack that includes other favourites like Leinenkugel’s Lemon Haze IPA, Leinenkugel’s Summer Shandy and Leinenkugel’s Grapefruit Shandy.