Leading independent brewer, Badger Beers, is launching a range of craft beers under an innovative new brand, called Outland. The new beers, available from April, offer drinkers characterful, contemporary tastes, complementing Badger’s existing core range of premium bottled ales.
The launch of Outland is one part of a fundamental shift in attitude at Badger Beers, following an all-encompassing review of its brands. While Badger’s 240-year brewing tradition and roots in Dorset remain integral to its positioning, it is now looking to build on its heritage to become a more innovative, consumer-centric brewer, with greater appeal to contemporary beer drinkers.
The Outland range includes a Milk Stout and Ginger Pale Ale in 440ml cans, together with a draught West Coast IPA – initially available exclusively in Hall & Woodhouse pubs, with cans to follow in the autumn.
The beers have been developed to offer the interesting, innovative flavours associated with craft beers, presented in a way that also appeals to more mainstream beer drinkers who are new to the craft category, or simply enjoy discovering new beers.
Badger is supporting the launch of Outland with a £250,000 advertising and marketing campaign; the company has secured listings for Ginger Pale Ale and Milk Stout in Sainsbury’s and Waitrose from April, with Morrisons and Ocado set to follow later in the year.
Commenting on the new range, head brewer, Toby Heasman, said: “The Outland project has given the brewing team a great opportunity to showcase their creativity in brewing some unique and innovative beers. It has been great fun developing the range, which allows drinkers to try a range of diverse styles from a West Coast IPA to an indulgent Milk Stout through to a Ginger Pale Ale.
“We hope drinkers have as much fun drinking the beers as we had brewing them, and look forward to receiving their feedback.
“The result is Outland, a new brand that we believe can democratise craft beer and ultimately bring more drinkers, both from premium bottled ales and lager, into the craft sector.”
Outland by Badger: tasting notes
Ginger Pale Ale: 5% ABV. Hazy, spicy and sweet, the ginger takes centre stage in this naturally hazy pale ale, brewed with WGV and Goldings hops. Expect refreshing, balanced yet punchy flavours.
Milk Stout: 5.2% ABV: Rich, dark and smooth, this stout imparts indulgent flavours of cocoa, coconut and vanilla, along with dark, roasted malt and subtle hop notes, in a recipe that’s earned the company three internationally recognised brewing awards.
West Coast IPA: 5% ABV: Bold, hoppy and citrussy, this is a great IPA, made from a tasty trio of Amarillo, Cascade and Mosaic hops to give it a deep bronze colour, punchy citrus flavours, and a powerful hop character.