Pistonhead’s products are produced by Spendrups, Sweden’s largest brewery, and crafted in the fantastically named ‘Brutal Brewery’ workshop. Pistonhead launched in Sweden in 2010 and received a phenomenal response, with record sales in the first year in both the on trade and the off trade ‘Systembolaget’ sector. Pistonhead has managed to capture consumers through a subtle process of engagement linked with a strong brand image. Now in Sweden the famous skull has spawned imitation T-shirts, fans creating groups on social media and even tattoos!

Fredrik Eklund of the Spendrups Brewery saw Proof Drinks as the perfect launch vehicle for Pistonhead in the UK after their previous successes with Agwa de Bolivia, Mickey Finn and Briska Cider. Initially Proof Drinks launched with “Kustom Lager” a quality Swedish lager in an 330ml, eye catching sugar skull design can. As of February 15th they have introduced Crude Oil. Crude Oil is a Liquorice and chilli liqueur designed to be drunk straight.

Pistonhead’s launch in the UK is following the same successful format as in Sweden, targeting ‘attitude tribes’. The brand’s campaign includes supporting touring bands, club nights and strong social networking presence, essentially the modern way to word of mouth. Proof Drinks have seeded the drink in some of the UK’s most respected live music venues.

Description Notes:

Pistonhead Kustom Lager

There is nothing fuzzy about Pistonhead. Water, barley malt and loaded with hops to give it just the right finish. Pistonhead supports live music, Rock n Roll attitudes and good times.

Pistonhead Kustom Lager

Brewmaster: Richard Bengtsson

Color: Straw golden Scent: Malty, with a hint of dark loaf

Taste: Full bodied malt flavor with a balanced and distinct bitterness Malt: Pilsner and Mu?nchener

Hops: Spalter Select, Magnum and Perle

Mashing: Infusion

Fermentation: 10 days

Stored: 2 weeks

Wort: 11,2%

ABV: 4,6%

The 330 ml black can, featuring an eye-catching Sugar Skull logo design, perfectly embodies the rock’n’roll attitude and rebellious spirit of Pistonhead.

Pistonhead Crude Oil

Liquorice and chilli infused shot drink that has Kick, Power and like whoever drinks it, GUTS!

Brewmaster: Leif Borjessen

Color: Black as the nights sky

Scent: Aniseed, Liquorice, Spice

Taste: WHOA!!! Full bodied kick straight to the tongue, aniseed, strong and sweet liqurice with a chilli burn.

ABV: 30%

The 70cl black bottle, featuring the eye-catching Pistonhead Sugar Skull logo design

A Word From Those In The Know

Marketing Director Leif Borjesson: “Kustom Kulture is the tribe that we defined for Pistonhead. It’s old school: music, fashion, tattoos, hairdos and art. We want to learn to interact with our audience and build a brand together. You have to bring consumers with you – it’s more humble that way”

Brand Manager Claire Madams of Proof Drinks: “Pistonhead’s look and ethos are cool and full of attitude so we want to make sure this is reflected in the way we market the product and where we place it in the market: imagine Pistonhead wasn’t a drinks brand at all, but an awesome new and unsigned band and you get the idea! We are lucky enough to be entering what I believe is a revival of self-expression that has been dormant for a few years now: a new breed of young people are feeling more freedom to be “out there” and creative with their style and music tastes and we intend to keep up with them all the way.”

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