A four-strong range of spicy-flavoured beef jerky inspired by the craft beer movement has launched with the aim to “shake up” the on-trade.
The range comes from The Curators, a British brand on a mission to “revolutionise” beef jerky in the UK.
With the launch of The Curators, co-founders Ed Hauck and Max Rees are aiming to replicate the craft revolution which has taken the British beer and cider market to new highs over recent years by “bringing the same creativity and disruption” to the meaty snack.
Pairing bold and flavourful snacks with exciting craft and small batch beer is a growing trend in the industry and one that The Curators is championing.
The hand-crafted, artisan beef jerky, which is available in four editions, has been developed alongside Meantime Brewery to pair with craft lagers, IPAs and stouts.
Sweet Sriracha, Teriyaki Spice, Sweet & Smoky and Espresso Kick make up the range. Each flavour can be paired with the different beers, which the brand showcased when sampling at leading craft beer events in 2018, including the London Craft Beer Festival.
To make the products, premium cuts of British and Irish grass-fed beef are gently slow-cooked in small batches. Every piece of jerky is then marinated and hand-finished with rubs for “a double depth of flavour”.
The Curators Beef Jerky is also high in protein and has less than 90 calories in every pack. It is naturally rich in amino acids, free from preservatives and nitrates and lower in sugar.
Max Rees said: “A craft movement has taken the British beer and cider market to new highs over the past five years and The Curators has brought the same passion, innovation and obsession with flavour to revolutionise the humble meat snack.
“The Curators is designed to partner perfectly with craft lagers, IPAs and stouts and we’ve been overwhelmed by the positive response to our jerky from craft bars and pubs.
“The range is now stocked in some incredible venues and we’ve been collaborating with Meantime Brewing Company to create beer and jerky pairings like no other.”
Madeleine Blackall, marketing manager at Meantime Brewing Company, added: “We love what The Curators are doing to shake up the meat snacks category with a dedication to flavour and craft that matches our brand.
“Their range looks great behind our bar, and the beer pairings we have developed together have helped create an awesome experience for our customers.”
In addition to Meantime’s The Tasting Rooms, the range is now available at over 50 sites, including Two Tribes Brewhouse & Taproom, Big Chill Bars, The Craft Beer Co, The Malt House, The Beer Boutique and Bison Beer Crafthouse.
The brand has also started a ‘brew project’ with a major craft beer brand to promote the launch of its next flavour, due for release later in 2018.