LWC Drinks – the UK’s largest independent drinks wholesaler – has signed an exclusive distribution partnership with Camden Town Brewery to launch its latest innovation, ‘Eazy Hazy IPA’ on draught, as part of the wholesaler’s Signature Brands range.
Following on from Eazy IPA’s impressive off-trade launch in March, under the new agreement, LWC Drinks will have exclusivity over the distribution of Camden’s Eazy Hazy IPA in draught format in the Independent Free Trade, driving both volume and reach for the Brewer’s refreshingly punchy IPA.
Camden’s take on the increasingly popular Hazy IPA style sees the perfect fusion of Citra and El Dorado hops, partnered with Camden’s famous brewing techniques. The result is a mouth-wateringly juicy beer with notable citrus and peach flavours. Taking inspiration from a New England style session IPA, on appearance the 5% Eazy IPA presents with a golden-hazy finish, instantly transporting the drinker to warmer, tropical climes.
Lee Williams, Beer & Cider Category Manager for LWC Drinks commented: “We’re absolutely thrilled to be putting Camden’s incredible Eazy Hazy IPA onto the taps of the UK on-trade.
“When entering discussions around this partnership we asked two questions; ‘What does it taste like?’ and ‘what is the market saying?’ Well, the liquid is outstanding, and there’s a real buzz around Hazy IPAs amongst beer lovers at the moment, so it’s fair to say we were keen.”
According to 2023 Nielsen data*, IPA accounts for over half of the volume of the UK craft segment, and Hazy IPA is the fastest growing subsegment within IPA.
Lee continued: “LWC prides itself on customer service, and being able to exclusively offer our customers innovative and trend-setting products is a core part of this. We’re confident the quality of the product, combined with the strength of LWC’s national distribution network will put Camden’s Eazy Hazy IPA on the map and, more importantly, on the taps!”
Tom Mitchell, Commercial Controller for Budweiser Brewing Group commented “Camden Town Brewery is delighted to join forces with LWC for the launch of our new Eazy IPA in the on trade. The extensive national reach of LWC, coupled with the collective strength of their sales force, makes them a great partner to get our freshest IPA out to pubs and bars across the UK. Given the remarkable growth witnessed by both LWC and Camden Town Brewery in recent years, we are excited to further grow the craft beer category together and deliver more value to our shared customers.”
LWC already has one IPA in its Signature Brands portfolio - Grand Central IPA - which has seen significant success since its recent rebrand, and the growth in consumer interest towards the craft category. The distributor is now looking to capitalise on this further with the addition of Camden’s nationally recognised brand.
Camden Town’s Eazy Hazy IPA draught is available in 30L kegs from Monday the 5th of February. For a limited time only, venues will also receive a free POS kit including glassware, bar runners, t-shirts and more, upon installation.
Outlets looking to stock Eazy IPA should contact their local LWC depot or LWC Account Manager for more information.