London-based pub company and brewer Fuller, Smith & Turner has unveiled what it hails as its biggest beer launch in a generation, London Pride Unfiltered.
The 4.1% unfiltered variant of the well-known beer comes in 30-litre kegs, giving it a longer shelf life that Fuller's hopes will open the brand up to a new consumer and a new drinking occasion.
The beer is brewed true to London Pride's original recipe, but is then dry hopped with Target hops for added character and flavour, and centrifuged, but not filtered or pasteurised, to retain taste, complexity and Fuller's character.
It is also served colder than the original cask version of London Pride, at 4-6°C.
The beer was launched this week at Craft Beer Rising, in London's former Truman Brewery, and is designed to appeal to a younger generation of drinkers.
It is the first time, since its launch in 1959, that the London Pride name and recipe has been used to diversify the range.
Fuller's Beer Company managing director Simon Dodd, said: "London Pride on cask is a truly great beer and cask ale and always will be the backbone of Fuller's beer range. However, the recent investment we have made in brands like Frontier Craft Lager have proved that Fuller's has relevance to different consumers and different drinking occasions and that we can compete in today's dynamic beer arena with our own range of very drinkable beers.
"The London Pride brand name has heritage and authenticity and we now feel the time has come to leverage these qualities and bring London Pride to a more contemporary environment. Our excellent brewing team has taken the same great recipe and, by dry hopping the beer at the end, created a beer, in keg, that has balance, flavour and is true to the character of any Fuller's beer."
"I'm sure that even those with the hoppiest of taste buds will appreciate such a beautifully smooth and tasty addition to their repertoire."
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