Spirit beer with fruit flavour added to Bootlegger brand

Bootlegger Apple Beer

A spirit beer with a fruit flavour is being launched by Halewood International, combining its Prohibition-inspired Bootlegger with beer and apple.

Bootlegger Apple Beer will be introduced in 330ml bottles with a 5.5% ABV across the trade, mainly aimed at men and women aged 22 to 35.

Deep amber in colour, it is a blend of white grain spirit and rich, smooth malt and hops, with an apple finish. It is described as the first genuine fruit-flavoured spirit beer, or “speer”.

It will be rolled out to selected bars supported by premium and bespoke point-of-sale materials that promote the core brand’s Prohibition and “underground” themes.

The launch builds on the success of the premium whisky-style Bootlegger, a clear unaged grain spirit inspired by the liquids of the American Prohibition era, launched by Halewood in 2012.

Bootlegger Apple Beer is expected to appeal to people who are “seeking to experiment with new beers and expand their drinking experiences during nights out”.

Richard Clark, marketing director at Halewood International, said: “Bootlegger Apple Beer will capitalise on the increasing consumer demand for spirit beers, whilst delivering innovation to the category as the first fruit offering.

“The Bootlegger brand has generated significant interest with its association to Prohibition, and a fruit-flavoured spirit beer was a natural extension, as it captures the essence of the Prohibition era.

“The liquid also has a smooth taste which will appeal to both men and women who are attracted to the spirit and craft beer sectors, and are more likely to seek out beers with a unique flavour combination.

“Halewood International has over the last five years delivered a series of innovative concepts, including Crabbie’s Alcoholic Ginger Beer, Lazy Jack’s American-style cloudy cider and Lamb’s Spiced. This entrepreneurial spirit has continued with the launch of Bootlegger Apple Beer.”

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