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SHS Drinks puts spirit into beer category

January 2013

SHS Drinks puts spirit into beer category

SHS Drinks is setting its sights on the burgeoning spirit beer category as it steps up the pace of product innovation in 2013.

The January roll-out of two new spirit-flavoured beer brands – Cuvana and Dead Crow – has been brought forward from the scheduled spring launch in response to customer demand. The move also heralds SHS Drinks’ first major venture into the £1,277 million Premium Packaged Lager (PPL) market (1).

Drawing inspiration from imagery associated with the pioneers of America, the cornfields of Kentucky and the unusual town names of the Wild West, Dead Crow is a 5.5% bourbon-flavoured premium beer combining a light beer base with a rich bourbon spirit which gives it an aromatic bourbon aroma.

While Cuvana – also 5.5% ABV – partners a light, refreshing beer with sweet-tasting light rum and a hint of lime, taking its cues from Latin America and Cuban culture and heritage.

Both beers are packaged in 330ml bottles. Aimed at 18 to 25-year-olds, awareness for the new brands will be driven through a combination of social media, sampling and presence at music festivals.

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