American Craft Beer brand Shipyard launches Low Tide, a 0.5% low alcohol pale ale to its range in response to ‘tasteless’ No and Low Alcohol beer.
As ‘Craft’ and ‘No and Low’1 continue to dominate as the two biggest drink trends, Shipyard’s launch of Low Tide is in direct response to consumer research that has demonstrated that Low and No alcohol beer options in the current market are tasteless. Shipyard’s newest offering promises to not be side-tracked by gimmicks but to focus on the quality of the product ensuring that that Low Tide is an alternative that won’t compromise on taste.
Sam Coles, Shipyard brand manager explained: “Shipyard is a brand for everyone, and we want the beers to be enjoyed inclusively. We know that consumers expect more from their brands, particularly craft, in both quality and overall experience. So, with this in mind we took the opportunity to provide a low alcohol alternative that doesn’t compromise on taste which we know is an important factor when making a choice to drink a low and no offer.”
Low Tide, the 0.5% low alcohol alternative joins the brand’s portfolio including craft keg category leader, Shipyard American Pale Ale and the fastest growing Premium Bottled Ale, Shipyard IPA. The inclusion of Low Tide has prompted a brand identity update across the range and includes illustrations taking inspiration from shipyard docks.
Sam concluded: “For Shipyard, we wanted to make sure that Low Tide wasn’t a compromise and it is still as great tasting as our other beers. The brewing team have done an amazing job on ensuring the American hops deliver that full round flavour that our customers expect – alcohol or not and we look forward to everyone giving it a try.”