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Will Verdant’s Lightbulb revive cask ale in Britain?
Cornish brewer Verdant Brewing Co is releasing its extra pale ale Lightbulb on cask to “encourage a new generation to reappraise cask brews”.
The 4.5% ABV XPA, which was one of Verdant’s first beers and now a standout bestseller, is being launched as part of the brewery’s first decade celebrations and will also boast a new look that has been created by Eathan Atkion, a student from Falmouth University.
Speaking to the drinks business, Verdant Brewing Co marketing strategist Rob Hocknell said: “Cask beer brands generally take traditional design cues appealing to an older drinker, but we saw this as an opportunity to get creative, which is the impetus for further building our brands. For this release there was a clear opportunity to stand out on the pump clips with a modern image designed by a Gen Z graphic design student.”
Hocknell told db: “We hope this will encourage a new generation to reappraise cask brews, whilst giving drinkers of our best selling XPA, Lightbulb, a different beer in both feel and flavour nuances.”
Verdant head brewer James Heffron hinted: “Expect a totally different drinking experience where the lemon sherbet character of Lightbulb rides atop an incredibly fluffy and smooth drinking experience far more akin to the softest of the soft New England pale ales with a rocky white head to match.”
Describing the brewery’s willingness to work with Falmouth University and champion new upcoming talent, Verdant creative design manager Jim Wright explained: “A love of art, music and literature has always been an integral part of Verdant, creativity is the impetus behind our brand, and we recognise the need to play an active role in this dynamic to achieve great things.”
The beer’s release will be the brewers biggest ever cask release and will be available for beer fans to try in around 350 venues across the UK from the end of this week.
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