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60% of Brits say ‘never too early’ for holiday beer
Almost two-thirds of Brits say it is ‘never too early’ for a holiday beer as the ultimate breakfast brew has been created by a package travel company.
Travel firm On the Beach made the Breakfas7 Brew beer with Seven Bro7hers Brewing Co, and said it was ideal for holidaying Brits to match with bacon, sausages and egg before they travel.
It comes as research of 2,000 British tourists by the package holiday company found that more than three-quarters (76%) of Brits have a pre-travel beer and 60% say it’s never too early to have that first sip when on your holiday.
The study also showed that 86% of Brits wished that a beer would pair perfectly with a sausage, bacon or egg breakfast sarnie, with the end result being the creation of the new brew.
Pre-departure boozing
The 3.4% beer has been crafted to sip pre-departure with your breakfast, and will be available to holiday makers through the Seven Bro7hers brewery’s online store.
Speaking about the product, chief customer officer at On the Beach, Zoe Harris said: “Whether it’s 3am, 6am or 5pm, we all know that having a pre-holiday beer is a true British tradition.
“Most of the time it’s a Fosters or a Carling and we all know they don’t exactly hit the spot. So, we decided to work with a local brewery and create the ultimate breakfast beer – the first of your holidays that matches perfectly with breaky.”
Further findings from the research also revealed that a large majority of Brits (72%) believed a beer pre-10am is a “must” on our holidays.
In addition, when ranking top beer tasting moments, many travellers said a first beer of the holidays was a “British Tradition” and “a moment that couldn’t be missed”.
Tradition
Two thirds of tourists believe having an airport or travel beer before holiday was a specific British tradition, and a highlight of their getaway, with around half (47%) happy to pay more than £7 for the privilege.
Keith McAvoy, CEO of Seven Bro7hers Brewing, said that when the brewery was approached by On the Beach it “had to deliver something special”.
He said: “Now thousands of people are going to be treated to the ultimate morning brew and brekky, making for a perfect way to kick off your holiday.”
The beer has notes of citrus and is perfect to pair with a morning orange juice and breakfast, providing a refreshing flavour profile that is sessionable due to its lower ABV.
According to the survey, the top 10 beer tasting moments are:
- A beer on holiday (pool or beach)
- Airport beer
- Football beer
- Saturday night beer
- Post work beer
- Wedding beer
- BBQ beer
- Pub beer
- Sunday lunch beer
- Hen/Stag beer
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