Timothy Taylor has launched its first canned beer to the UK market.
Timothy Taylor’s Hopical Storm is a 4% triple-hopped sessionable pale ale topped with flavours of mandarin, mango and passion fruit . Originally launched in the on-trade in cask, Hopical Storm was then brought out in keg and is now available as the first-ever canned beer from the Keighley brewer.
The launch of Hopical Storm cans (RRP of £3.00 per 440ml can) will be supported by a full calendar of marketing activity including print and digital advertising, sampling through Beer52, and presence at events including BrewLDN, the Yorkshire Dales Food & Drink Festival, Bloodstock Open Air, the Festival of Cricket, and as one of the brands poured by Timothy Taylor’s as the official beer partner of CarFest.
Timothy Taylor’s chief executive Tim Dewey, said: “Hopical Storm is a delicious 4% triple-hopped sessionable pale ale that strikes thirst and is a characterful twist on the tradition associated with Timothy Taylor’s. Having launched successfully in cask and keg, we recognised that Hopical Storm cans would be a logical extension to our range as they would suit the style and flavour profile. The decision has been welcomed by retailers who see the potential for a refreshing triple-hopped pale ale in the off-trade that is more accessible than higher ABV beers in the category.
“This is a new approach for a brewery that was established in 1858 but one thing that is never compromised, no matter how a Timothy Taylor’s beer is presented, is quality. So, whilst Timothy Taylor’s core business remains in cask beer, Hopical Storm can now be served in can in a wider range of at home or outdoor occasions, with drinkers reassured that they will still enjoy ‘that taste of Taylor’s’ they have come to expect.”
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