Scottish brewer Williams Bros is adding to its hoppy Joker IPA series with the launch of Juicy Joker.
The full family of Jokers on draught
It’s a 5% ABV New England IPA (NEIPA) style version of its flagship Joker IPA. It will be available in 440ml cans and on draught.
Williams Bros Joker IPA has been a firm favourite of Scottish drinkers since it hit the market in 2006 and has become its biggest seller.
Based on the success of Joker, the team ramped up the volume with Double Joker, the bigger, stronger, and punchier brother, in 2012. But they weren’t finished innovating.
“We’ve taken the juiciest elements from our current duo of Jokers and cranked their volume up to 11,” said Chris Williams, a director of the brewery. “Dialing up the juicy hops and introducing more oats and wheat to give it that smooth mouthfeel the style is known for, all while keeping the strength at an easy-drinking 5% ABV.
“There has clearly been a growing thirst for hazy, hoppier beers over the past couple of years, and while we have brewed some specials along these lines, there has never been a core beer in our portfolio that ticks these boxes. We’re excited to add to our Joker line-up with this new beer.”
Take it away: Jokers in cans
Juicy Joker will be available, alongside Joker and Double Joker, at launch events in Edinburgh and Glasgow this week.
“We love Williams Bros beers, and what better place to launch the full Joker series than in a comedy club?” said Liam Smith, head of sales at the Monkey Barrel. “Come down to the Monkey Barrel on Thursday, 28th April, and you can try this new beer while our incredible comics try out their new material.”
Juicy Joker will also be launching on Friday (29th April) at Glasgow’s West End beer Mecca, Inn Deep.
Williams Bros’ director of aales and marketing, Richard McLelland, said: “We are looking forward to rolling out Juicy Joker through these fantastic launch events and our core independent retailers, where it will hit the shelves first. I am also excited about our initial grocery listing in Sainsbury’s. This really shows the strength of the brand through all trade channels.”
