All-English FABAL Lager: first in UK to use pressed as well as malted barley for a crisp, dry finish
Hiver, the award-winning beer producer, will launch the first beer in a brand-new brand family , FABAL Lager at BrewLDN on Thursday 27 February 2020. It is a credible, home-grown alternative to international, premium lager brands.
FABAL (4% abv) has a balanced flavour with universal appeal. It is the UK’s first ever lager to use pressed barley, which has been steamed and rolled rather than roasted, to give it its crisp and dry character alongside traditional roasted malted barley for its finely balanced sweetness.
It has been exclusively soft-launched at on-trade with partners such as The Dorchester Hotel and gastropub, The Royal Oak Marylebone.
There is huge potential for off-trade sales in that FABAL is an independent, premium lager with all English ingredients, which will sit in a category dominated by leading, international brands. In fact, the launch of FABAL is expected to start the expansion of a ‘Premium and British’ category for the Hiver team.
FABAL is initially available in 330ml bottles and 30 litre kegs with new formats in development. FABAL will be available via Nectar Imports as the exclusive draught distribution partner from launch who recognise the gap in the on-trade for a premium British lager at 4% ABV.
It has a delicate apple blossom nose, with a grainy malt body, followed by a clean and refreshing dry finish. In addition, FABAL has an extended maturation period of six weeks for natural carbonation.
In a series of consumer groups and blind taste tests, FABAL stood out as the preferred liquid among a line up of craft, premium and mainstream beers.
With all-English ingredients and packaging, FABAL has a low carbon footprint and is committed to provenance and sustainability. Its creators expect it to be a popular choice among those consumers who seek to live their values through the products they buy.
(Pictured: FABAL on the bar at The Dorchester)
Founder and creator of FABAL, Hannah Rhodes said: “The brand has been developed from a passion for balance in flavour and for showcasing UK ingredients to create a truly classic lager style with a delicate, balanced flavour. In blind taste tests, it more than held its own against other premium and craft lager brands and has received fantastic feedback from on-trade and off-trade contacts alike. We hope it is a classic and homegrown premium lager that UK consumers can be proud of.”
Owner of the Royal Oak Marylebone, Andy Ward said: “Week on week the consumer base for FABAL has continued to grow organically and over a six week period, it became our best selling beer – selling 33% more than the next best beer and nearly four times as many pints as our leading continental lager.”
The name FABAL is derived from the Latin for ‘the human being as the maker or creator – a craftsperson or artisan’. FABAL will celebrate these often unheralded makers by supporting their learning and working in partnership with local art schools.
FABAL is an accredited ‘Slow Food’ product meaning it passes this global movement’s criteria for being ‘good, clean and fair’ and it is suitable for vegans.
A great with-food beer, FABAL can be enjoyed as an aperitif with salty bar snacks and cold cuts or alongside rich salad dressings, creamy desserts or a seafood platter and lobster. And as a vegan friendly beer, it’s also a great match with asparagus; with British asparagus season coming up from late February to June, FABAL will offer the opportunity for fantastic English pairings on menus.
For more information visit https://allgoodbeer.co.uk/collections/lagers-pilsners/products/fabal-lager
Contact Matt Troy at T: 0203 198 9972
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