Vocation Brewery, known for its bold and flavourful premium beers, is expanding its award-winning flagship Life & Death brand with the launch of a new Life & Death Session IPA (4.2% ABV) – giving pubs and bars a new way to tap into growing demand for premium, flavour-led session beers.
The new session-strength IPA has been brewed to deliver the same bold and hop-forward character that has made Life & Death Classic IPA (6.5% ABV) one of the UK’s leading independent craft beer brands*. At 4.2% ABV, Vocation Brewery’s Life & Death Session IPA delivers the brand’s signature vibrant citrus, tropical fruit and pine notes in a more sessionable format.
Chris Mitchell, Head of Marketing at Vocation Brewery, said:
“As the first permanent draught extension, Life & Death Session IPA marks the next evolution of our award-winning Life & Death brand at a time when drinkers are increasingly looking for premium beers that combine flavour with sessionability.
As the first permanent draught extension, Life & Death Session IPA marks the next evolution of our award-winning Life & Death brand.
We wanted to create more opportunities for people to experience Life & Death in the on-trade, while staying true to everything that’s made the brand a success. We’ve created a bold, flavour-first Session IPA that gives pubs and bars a premium beer, backed by the reputation and demand of an established brand.”
The launch comes as drinkers continue to seek greater choice and discovery in the on-trade. Vocation Brewery’s latest beer census** found that almost 70% of drinkers discovered a new favourite beer or beer style in the past 12 months, while nearly a third say mainstream beer brands feel predictable and uninspiring. Meanwhile, 44% of 25–34-year-olds said they would visit pubs more often if they could try new and distinctive beers, highlighting the role recognised independent brands can play in bridging the gap between familiarity and discovery.
“We’re backing Life & Death with the biggest brand investment Vocation has ever made,” added Chris Mitchell, Head of Marketing at Vocation Brewery. “By building further awareness and strong visibility at the bar, we’re focused on driving consumer demand that translates into value for both our on- and off-trade partners.”
Beginning in the North West this September, before expanding into additional regions, the multi-channel campaign will span video-on-demand, paid digital media, out-of-home and experiential activations.
At the bar, the launch will be supported with premium branded glassware, bar runners and a striking new tap handle designed to reinforce brand recognition and maximise visibility at the point of purchase.
Life & Death Session IPA is available in 30L and 50L kegs directly from Vocation Brewery and through selected regional and national wholesalers.
