Beer-fruit hybrid aims to be the soft drink for grown-ups

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Related tags: Soft drink, Brewing, Beer

The Juice Brewery has launched a new alcohol-free beer that combines the traditional ingredients of hops and malt with fruit.The drink is called...

The Juice Brewery has launched a new alcohol-free beer that combines the traditional ingredients of hops and malt with fruit.

The drink is called Hoppers and is available in three fruit flavours: apple, citrus and blackcurrant. Hoppers represent an attempt to launch a new product category of 'soft-brew': a beer-fruit drink hybrid that combines authentic beer ingredients with fruit. The aim is to create a soft drink that is a viable alternative to alcohol for adults who want to move away from the sweet taste of the standard soft drink.

Tim Dewey, chief executive of The Juice Brewery said: "Most soft drinks on the market are unpleasantly sweet - definitely not something that men would feel confident drinking. We realised there was a big gap in the market for a delicious grown-up soft drink and so, taking our inspiration from the brewery, we invented what we call a 'soft brew' - a soft drink with enough attitude and maturity to be at home in a pub."

With UK beer sales at their lowest point since 1975, according to the company, the team at The Juice Brewery believes that the public is ready for an alternative option to beer and that Hoppers will fill a gap in the market.

"With health issues and drink driving currently so high on the government agenda, it's about time a sophisticated alternative to beer was available," said Dewey.

Related topics: NPD