Friday, 15 November 2013

Beer in a bag – Moonshine Drinks launches revolutionary new way to replicate real ale at home

A unique brewing bag, which allows consumers to create 25 pints of real ale in 14 days just by adding water, has been unveiled to the retail trade.

Moonshine Drinks’ real ale brewing bag contains all the ingredients to brew naturally conditioned beer at home and is set to offer a real alternative to the cans and bottles of the ‘take home’ beer market, a market currently worth £25 million a year in the UK.

Moonshine’s first ale, Four Candles Bitter has had a tremendously successful launch and is now for sale in Lakeland, numerous department stores, and garden centres throughout the country.

Following success of Four Candles Bitter, two further beers, Cheesemakers Golden Ale and Dark Adder Dark Ale are now available, with three wines due to be launched in the New Year using the same 'just add water' method.

Key figures behind the launch include Robert Constable-Maxwell, a former CEO of Ind Coope, MD of Walker Cain, Liverpool (subsequently Tetley Walker) and marketing director of Allied Breweries UK.

“The real ale brewing bag is unique to the world,” said Robert. “The secret is in the design of the clever laminate bag, its special valve, and the high quality of the ingredients.”

The company worked with experts at the University of Nottingham and Nottingham Trent University to develop the bag.

The product is packed in an eye-catching tube, which contains the bag and special yeast – branded Moondust – which is needed to start fermentation. The consumer merely adds water, and 14 days later 25 pints of excellent quality real ale is produced.

The Moonshine Drinks’ brewing bag is being marketed to retailers such as independent shops, cookshops, garden centres, farm shops, home brew shops, health food stores and a quality shopping channel. The developers believe it will also sit well in pharmacies and gift wares stores.

Judges of the Food and Drink iNet Innovation Awards 2012, who presented Moonshine with Most Innovative New Product Award, said: “The home brewing market is the fastest growing hobby in the UK and as such Moonshine products offer exceptional potential. Moonshine Drinks Ltd is approaching the project in a very flexible way. They have real exporting potential.”

The product is suitable for vegans and vegetarians, and creates a natural, non-pasteurised, live beer which will keep for three to four weeks after brewing.

Moonshine Drinks’ real ale brewing bag comes in a striking retail tube with an exceptionally small retail footprint, has a long shelf life and requires ambient storage. The recommended retail price is around £25 – the equivalent of around £1 a pint.

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