Badger Brewery is set to boost its Outland craft beer brand over the summer, with the launch of two variants, India Pale Lager and Tropical Pale Ale.
India Pale Lager (IPL) has the clean and refreshing characteristics of lager, combined with the hop-forward citrus and pine profile of IPA. Slightly hazy and coming in at 4.7% ABV, it’s positioned to entice premium lager drinkers into the craft category.
Tropical Pale Ale is a 4.3% ABV, fruity, sessionable pale ale, with hints of mango, brewed with Cascade and Amarillo hops.
The beers will be available on draught in Hall & Woodhouse pubs, and in cans, initially through the Badger online shop. There will be at least one more variant launch this year, taking the Outland range up to eight flavours, available on rotation.
Outland will be sampling a number of its beers, including IPL and Tropical Pale, across the summer. With a bar at three of the country’s biggest craft festivals, in Bristol, Manchester, and London, it will reach an estimated 100,000 consumers by August, including the brand’s presence earlier this year at Brew//LDN and Teddy Rocks, a music festival near Badger’s home town of Blandford, Dorset. The beers will also be promoted through ongoing advertising on digital and traditional channels, reaching an estimated 20 million consumers this year.
In the meantime, Outland has reached the finals of this year’s Grocer Gold Award, in the drinks brand of the year category. It was shortlisted on the basis of its commercial success. Since launch, in April 2023, Outland has secured listings with four of the big five multiple grocers in a total of 2,200 stores. Volume sales this year are predicted to be up threefold compared to 2023.
“We’re delighted with Outland’s success in its first year, and are putting significant investment behind the brand to build on this momentum,” said Giles Mountford, head of brand marketing at Badger Brewery.
“We’re putting the emphasis on sampling, as we know that the beers perform really well on taste, particularly with drinkers who are looking for a craft beer but don’t always want the very high ABVs or extreme styles that are prevalent in the craft sector.
“By creating Outland as a mainstream craft brand, we’re able to draw new drinkers to craft, particularly from premium bottled ales and premium lager.”
