Fuller, Smith & Turner, the London brewer and premium pub group, today unveils London Pride Unfiltered – the brewer’s biggest beer launch in a generation. This 4.1%, unfiltered variant of one of the UK’s favourite beers, which comes in 30 litre kegs, 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. With a goal of making the beer as natural as possible, the beer is centrifuged, but not filtered or pasteurised, to retain taste, complexity and Fuller’s character. The result is a hazy, hoppy, tasty beer in a keg, served at 4-6 degrees, which delivers the quality and flavour consumers expect from a Fuller’s beer.
London Pride Unfiltered is unashamedly designed to appeal to today’s younger consumer and was launched at Craft Beer Rising, in London’s former Truman Brewery. It is the first time, since its launch in 1959, that the London Pride name and recipe has been used to diversify the range and offer a markedly different interpretation to Fuller’s best-selling cask ale.
Fuller’s Beer Company managing director, Simon Dodd, said: “London Pride on cask is a truly great beer and cask ale is 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.”
Georgina Young, head brewer, said, “Like London Pride, it still tastes great when you are on your third pint – and its creating this balance that takes real skill. By only using a centrifuge, we get a hazy beer but retain additional flavour, to give London Pride Unfiltered more of the traditional character that you have in the cask beer than in the conventional London Pride keg version.
“I’m sure that even those with the hoppiest of taste buds will appreciate such a beautifully smooth and tasty addition to their repertoire.”