Badger Brewery has added Red Rascal Cherry Mild to its line-up of Premium Bottled Ales (PBAs) as the Dorset-based independent family brewer continues its programme of NPD backed by brewing tradition.
With darker beers enjoying a surge in popularity, 4% ABV Red Rascal combines the rich, malty character of a traditional mild with juicy, fresh cherry notes. Deep brown in colour, with flashes of red when the light catches the liquid, Red Rascal has a ripe, vibrant cherry aroma and a fruity, full-bodied flavour.
Red Rascal introduces a fox character, The Rascal, on the label. This builds on the style of the successful redesign of the Badger PBA range 18 months ago. Red Rascal has a confirmed listing with Waitrose, with other grocery customers across the multiple and independent sector to follow. It will also be available in 500ml bottles in Hall & Woodhouse pubs, the Brewery Shop and on www.badgerbeers.com. It has an RRP of £2.15.
The Badger PBA range was relaunched in September 2023, following a comprehensive review of the Badger portfolio and in-depth consumer research by IGD, with an ambition to both revive the brand and provide a shot in the arm to the ailing PBA category. New, vibrant designs were introduced, featuring illustrations of wildlife characters from the brewer’s Dorset homeland, giving them real stand out on the PBA fixture. Clearer on-pack taste guidance helps consumers to make a purchase.
The redesign has driven an increase in consumer penetration for the Badger PBAs of 9.3%, compared to a -13% decline in penetration for the PBA category overall (Kantar, 12 weeks to 29 September 2024).
Giles Mountford, head of brand marketing for Badger Brewery, said: “The beer market is more competitive and dynamic than ever, and our combination of experience and innovation gives us a real advantage when it comes to expanding our PBA range.
“We’ve demonstrated that we can respond to changing consumer trends, while at the same time creating beers that build on our nearly 250 years of brewing heritage and expertise in Blandford.
“Red Rascal is a great example of this, blending the character of a traditional mild with fresh cherry, to create an innovative but accessible beer with broad appeal.”
Red Rascal launches in Apr and will be available to independent retailers via leading cash & carry and wholesale outlets and direct from Badger Brewery.
Tasting notes:
Red Rascal Cherry Mild: 4% ABV
Roasted malt and rich caramel notes unite with balanced bitterness for a satisfying mouthfeel that forms the perfect backdrop for juicy, fresh cherry notes. A complex and bold ale.
For more information see www.badgerbeers.com/our-beers/
