Independent brewer Badger Beers is launching a range of craft beers under a new brand, called Outland. The new beers, rolling out in supermarkets this month, offer drinkers “characterful, contemporary tastes”, complementing the brand’s existing core range of bottled ales.
The Outland brand launches with a Milk Stout and Ginger Pale Ale in 440ml cans, and a draught West Coast IPA initially available exclusively in Hall & Woodhouse pubs, with cans to follow in the autumn.
Badger is supporting the launch of Outland with a £250,000 advertising and marketing campaign. It 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. Both beers will have an RRP of £3.00 for a 440ml can.
Meanwhile, the Badger brand is set to undergo a wider update with a redesign of the core beers. New designs for a number of beers within the Badger range of bottle ales will go into retail later in the year.
Giles Mountford, drinks marketing manager at Badger Beers, said: “Outland is our biggest investment in NPD for many years and we’re delighted with the final result. The range has all the craft beer cues: on trend styles including stout, interesting flavours, a striking pack design with strong shelf appeal, and clear on-pack communication that’s easy for new or light craft drinkers to understand – unlike some craft brands that they find hard to decipher.”
