Savouring the flavours found in beers from American specialist micro-breweries is the latest hip trend to hit the UK.
Riding on the wave of this, is the newcomer Fordham Brewing Company with a new range of ales and lagers imported into the UK by Heathwick Ltd.
With a marketing gambit that calls upon ‘Free thinkers’ to ‘declare their independence’, Fordham are facing head on the traditional prejudices that surround non-British ales in this country and promoting American heritage.
Having under taken customer research in the UK, Head of Marketing for Fordham Beers in the UK, Julie Finnie-Hogg said:
“There are a growing number of beer drinkers out there looking for something different.
“Their focus is on taste and they are open-minded to trying something new; that is where Fordham’s range of beers can deliver.”
Fordham has selected three year round craft beers to bring to the UK, with varying additional brews introduced at different seasons.
The core beers include the Copperhead Ale, a Red Ale at 5.2% ABV; The Tavern, an American Pale Ale at 6.1% and a Bavarian style Helles Lager at 5.4%.
For more information on the new Fordham Beers, click here to visit the website.
Fordham investing £225,000 in marketing support to launch the beers, buoying sales for retailers and wholesalers who are ready to declare their independence and stock the brew.
Having only landed in the UK early November 2011, venues around London and the South East are already starting to sell the beer.
As Ms Finnie-Hogg explains: “Our plan is to pleasure the taste buds of Londoner’s first where we know there is a keen interest for American craft beers.
“From there, we will move on to other areas around the UK that have a demand. However, customers all over the UK can purchase the beers right now through our online mail order partners such as AlesbyMail.com and BeersofEurope.co.uk”