Adnams, the independent brewer and distiller from Southwold, is bringing a new choice to the pub bar with the launch of Ghost Ship Alcohol Free Handpull Keg – the World’s first alcohol-free handpull beer. Launching this October, it gives customers choosing no and low options a new way to enjoy the traditional pub experience.
This continues Adnams’ proud history of innovation in the industry and is the result of four years of research and development to perfect the pour, the new format builds on the success of Ghost Ship Alcohol Free, which holds 2% of the UK low and no market and has recorded 30% year-on-year growth in value sales[1]. Launching across Adnams’ managed properties this October, it gives pubs a timely opportunity to welcome moderating drinkers as Sober October puts alcohol-free choices in the spotlight.
As moderation becomes an increasingly established part of UK drinking culture, the new handpull format allows operators to broaden their alcohol-free range beyond packaged alternatives without compromising on the familiar experience of a freshly pulled pint and the traditional theatre of the handpull. Adnams’ internal sales data indicates that alcohol-free on draught delivers four times the rate of sale of packaged formats, highlighting clear commercial potential beyond October.
Fergus Fitzgerald, Operations Director at Adnams, said: “When launching the original keg version of Ghost Ship Alcohol Free, Adnams not only invested in the best technology to produce Alcohol-Free beer but also invested in proving it can be served successfully in the pub environment.
Years of research into the microbiological stability of low and no alcohol-free beer have led to Adnams delivering the same confidence and consistency expected of traditional beer. Ghost Ship Alcohol Free Handpull Keg is the result of that work, giving pubs a distinctive and reliable way to meet growing consumer demand for alcohol-free options.”
Full of the citrusy, hoppy character synonymous with Ghost Ship, it delivers a familiar favourite in a new serve, with the theatre of the handpull and the satisfaction of a freshly pulled pint.
Dom South, Marketing Director at Adnams, said: “Moderating shouldn’t mean missing out on your local. We’ve spent four years bringing Ghost Ship Alcohol Free to the handpull because the experience matters – your favourite pub, your friends and a freshly pulled pint.
“For publicans, this puts the UK’s No.1 alcohol-free ale front and centre of the bar. Alcohol-free beer is growing at 30% and is now twice the size of the premium ale sector. Now is the perfect time to range it alongside other ales on the bar.”
Ghost Ship Alcohol Free Handpull Keg will launch from October and is already available in Adnams’ managed properties, alongside a number of successful trial sites around Suffolk.
