Following its successful rebrand last month, Badger Beer is tapping into the growing popularity for IPAs with the launch of The Wicked Wyvern, a West Coast-style IPA.
At 5% ABV, The Wicked Wyvern is brewed with amarillo, cascade and mosaic hops. The beer is described as deep bronze in colour with a citrus aroma of zesty grapefruit, a bitter hop character and a dry hoppy finish.
The Wicked Wyvern refers to the legendary two-legged, bat-winged beast with an arrow-like barb on its tail, which is said to have stalked Dorset for centuries. So feared is this legend that it has proudly adorned the heraldry of local regiments since the kingdom of Wessex.
With packaging designed by London design agency Brand Opus, The Wicked Wyvern is available now in 330ml x6 cans in Tesco stores nationally.
It is also available on keg across the Hall & Woodhouse network of public houses throughout the South of England, supported by branded glassware.
Sarah Pace, brand manager at Badger Beer, said: “We are delighted to be bringing to market our new IPA-style beer, The Wicked Wyvern, in 330ml cans and on keg across the Hall & Woodhouse network of public houses.
“This follows our extensive research which identified that IPA is a growing segment in the UK ale market and is also attractive to younger consumers.
“At the same time we identified a gap in the market for a premium characterful crafted beer which is also accessible in terms of taste profile and ABV.
“The Wicked Wyvern responds to this gap in the market and we believe will open up the IPA category to a broader group of consumers who are looking to explore new flavours.”
The launch follows Badger’s £1.25m rebrand last month, which included a new brand logo and packaging identity, new integrated marketing communications spanning digital, social and print, on and off-trade activation and a new website www.badgerbeers.com.