Sharp’s Brewery, the UK’s No.1 cask and Premium Bottled Ale brand, has launched Doom Bar mini keg and can in the UK off-trade.

The Cornwall based brewer says the mini keg category is experiencing a huge rise in popularity, growing 79% in volume growth year-on-year. Similarly, it says the premium can category is becoming an increasingly popular format, experiencing an 8% volume increase year-on-year. The new formats will make Doom Bar  (4.3% ABV) more accessible to a wider range of drinkers and occasions.

James Nicholls, senior brand manager at Sharp’s Brewery, said: “Doom Bar continues to experience phenomenal growth and in 2017, we sold a pint of the ale every 2 seconds in the UK. We’re really proud of its success and wanted to give our loyal Doom Bar fans even more ways to enjoy their favourite beer.

“We are constantly innovating to respond to new trends and meet growing consumer demand to provide our customers with as much choice as possible. With nearly 9 pints in every mini keg, the mini keg and cans are ideal for the summer months and enjoying a BBQ on the beach with friends and family.”

Andrew Madden, head brewer at Sharp’s Brewery, said: “Doom Bar mini keg and can will maintain the same much-loved flavour profile and consistent high quality, by being taste-matched and recipe-matched using exactly the same ingredients.”

The new mini keg and can are the first products to debut Sharp’s new visual identity, which will be rolled out across the entire Sharp’s 500ml bottled portfolio in the coming months. Doom Bar can multi-packs will use cardboard packaging, a first for Sharp’s Brewery and a move that highlights the brewer’s commitment to sustainability.