Sinclair Breweries Ltd has announced that it is re-launching its Atlas Brewing Company range, in keg and can formats.
The initial brews have been created at the state-of-the-art, SALSA approved, Orkney Brewery, by a team that includes John Rodger, one of the original and pioneering Atlas brewers.
The new line of Atlas beers will be packaged with a fresh, striking and innovative visual identity. Defined by a more intense New World hop character, the range is aimed at the contemporary craft beer drinker.
The new recipes were brewed at the end of February, with the three variants in cans — Atlas Latitude Pale, Wayfarer IPA and Nimbus Blonde — just packaged. Wayfarer IPA will lead the way in draught, with Latitude Pale to follow in April.
The new Atlas beers are designed as a counterpoint to Orkney’s award-winning range of cask and bottled ales, already supplied by Sinclair Breweries Ltd.
Craig Steven, Sinclair Breweries’ commercial manager, said: “By re-launching Atlas we can push the New World flavours in the formats best suited, and be able to offer a more complete solution in our range of beers, without sacrificing the old-world character and premium that is the Orkney Brewery.
“Beer drinkers these days like to jump between cask and keg, as well as from bottle to can. We happily recognise that people also like to drink classic authentic styles, as well as what people call ‘modern craft’. You don’t consistently disregard French wine for Californian.
“Adopting the most balanced approach in our portfolio, rather than contriving a single solution, means neither we nor our drinkers miss out, and neither do our customers, as we offer a full world of flavour where there is something for everyone.”
Craig added: “The new brand positioning celebrates adventure, travel and the right to roam — a phrase that may just offer more than a nod in the future direction of the Atlas Brewing Company. All we can say is, watch this space to keep up with the journey.”
