Two new draught products have been added to the Spanish range of Alhambra beers in the UK, supported by a striking new illuminated font.
Building on the success of Alhambra’s flagship Reserva 1925 brand, importer Morgenrot has added Alhambra Especial lager at 4.8% ABV and Alhambra Sin with ABV of less than 0.75%, both on draught in 30-litre kegs.
The new illuminated font is inspired by the Alhambra Palace in Granada in Andalusia, where the Alhambra brewery is based, and the city’s Moorish culture.
The new font and kegs are part of an increased focus and investment in the brand over the next 12 months including new glassware, point-of-sale materials, extensive social media activity and events aiming to increase brand visibility and awareness.
Alhambra Especial on draught has the beer’s characteristic golden hue and an intense aroma of malt and hops. It is smooth and full in body and flavour.
Alhambra Sin – using the Spanish for “without” is characterised by a slight bitterness on the palate and a consistent head. The brewery uses high-quality ingredients and an exclusive all-natural method to prevent the formation of alcohol while retaining flavour.
The new additions follow a growing trend for Spanish tapas in the UK plus the increased consumer demand for unique beers of varying styles that are crafted at source.
John Critchley, commercial director at Morgenrot, said: “Over the last few years, the Alhambra brand and range has shown it has quality, depth and all-round star attributes to be a growing force in the UK’s world beer arena.
“The one thing we were missing was a font that did the liquid justice. Hats off to the team at Mahou-San Miguel for creating something which I truly think is the Alhambra Palace of the font world.
“There has been a rush of installs since the first shipment of fonts arrived so we are excited to get the product out into the wider on-trade.”
He added that the brand was already growing outside of the Spanish restaurant sector in the UK. “The Alhambra brand is a common sight in the nation’s best Spanish restaurants so we will certainly be positioning the brand as the best from Spain and the ultimate choice for great tapas but with the new lines, font and planned support, the beers have all the ingredients to conquer various parts of the on-trade.”
Morgenrot has been exclusively distributing the Alhambra range in the UK for the last five years. The brand saw triple-digit growth on the back of increased investment in 2013 and followed that up with further year-on-year growth of more than 20% in 2014.