CLV Frontier Brands and its UK drinks partner, Flagship Brands, will this week launch their cannabis-inspired beer brand, Old Boy Mary Jane, onto the UK market.
The first two beers launched by the brand are the aptly named Ghost Bog Hazy IPA and Improper Pils, intimating at what the Old Boy Mary Jane brand represents — a combination of innovation with a quirky edge.
The cannabis-inspired beers are brewed with the addition of terpenes, adding a variety of flavour profiles to the finished beers.
The Ghost Bog Hazy IPA has a pleasant bitterness and is rounded out by a sweet, clean malt end note. Improper Pils has a very delicate, fruity nose, and leaves a smooth, crisp taste on the palate.
‘New dimensions to the brewing process’
Alex Claos, director at CLV Frontier Brands, said: “Cannabis is closely related to the hop family, and similar terpenes are found in both, so it is a natural extension to use cannabis terpenes in beer production.
“The array of aromas from terpenes gives us brewers the chance to bring new dimensions to the flavouring process.”
The company, along with its commercial partners, intends to lead the way in using cannabis-inspired flavours in beer, and will add a string of new products in 2019.
The marketing and social media campaign will follow an equally cannabis-inspired route, playing on popular urban language. Designer Maxim Lokotkov was commissioned to produce artwork for the bottles and packaging.
Each of the beers will be available in 330ml glass bottles and will be launched to the on-trade through wholesale partners nationwide, with online e-commerce partners set up to sell from mid-October.
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