Haze is all the Craze

You know IPAs are huge. You see your customers drinking them every day. And they’re growing at 50% annual compound growth rate each year in the UK Off-Trade.[1] That’s almost seven times faster than total beer.[2] But have you noticed that people are starting to look for something a little different from their IPAs? Something surprising.

Citrusy, cloudy and a little bit off-the-wall, it’s no wonder more of us are opting for hazy beers on a night out at our local. In fact, hazy beers drove over a third of IPA growth last year.[3] It’s no exaggeration to say haze is all the craze right now.

So, we’ve launched a new beer for you. It’s called Today’s Haze, and it’s brewed from our own hops from our own farm in Idaho. Here’s three reasons why we love it, and why we think you will too:

A sessionable 4.6%

• Its moderate bitterness and fresh, tropical flavours make Today’s Haze a guaranteed crowd-pleaser for haze fans and freshmen alike. And at a sessionable 4.6% ABV, its right within an ABV bracket which is growing at four times the rate of the craft category.[4] That’s just the ticket for haze-loving Brits.

Goose Island is known and trusted

• Pubgoers recognise our beers. Goose Island has the highest awareness level of any international craft brand,[5] and Today’s Haze joins a winning portfolio of classics. Goose Island IPA is multi-award winning, and Goose Island Midway Session IPA is the second largest session IPA in the UK.[6] So don’t be surprised if our latest drop causes a bit of a stir among your customers.

Premium is the word

• Premium is where it’s at right now. IPAs are really helping pubs to fill their coffers. Today’s Haze has a higher price per pint than world or super premium beers giving you a huge value sales opportunity. Premiumising your range and trading drinkers up with an accessible IPA could just be the best decision you make this summer.

Okay, we’ve given you all the facts. Now name a better sounding IPA. We’ll wait.

Grow your craft sales with the UK’s #1 International Craft brand. Speak to your Budweiser Brewing Group account manager today to stock Today’s Haze from Goose Island.

[1] ^{CGA Brand Index 28.12.19}

[2] ^{CGA Brand Index 28.12.19}

[3] ^{Nielsen Total Coverage Data, MAT to 20.02.21}

[4] ^{CGA On Trade Data, MAT to Feb 20}

[5] ^{Kantar MWB, February 2021}

[6] ^{CGA Brand Index ( PERIOD 02 ) | February 2020}