Cricketers Arms launches mid-strength craft beer

Cricketer’s Arms has added Session Ale to its line-up, a 3.5 per cent ABV ale for consumers seeking a mid-strength craft beer that doesn’t compromise on taste.

Available on and off premise from April, the beer joins the the brewer’s other offerings: Keeper’s Lager, Spearhead Pale Ale and Scorcher Summer Ale. Session Ale is available in 6 x 4 375ml cans and is an evolution of the can design currently in the market.

“Session Ale proves that your beer doesn’t need to be high strength to taste good, with the 3.5% ABV tasty as ever,” said Hamish McArthur, Cricketers Arms Brewer.

“With an IBU of 26, this refreshing ale is hoppy but not especially bitter, balanced with full malt character from three malts and three hops, including our Cricketers Arms signature Amarillo hops.”

Cricketers Arms is brewed in Melbourne and was created 10 years ago by Paul Scott as a tribute to his father. As a boy, Scott would watch on as his father played cricket and shared beers with the opposing team post- match.

“Session Ale will help continue the growth of both the craft beer and mid- strength categories, by providing a consumer preferred full flavoured beer,” said Sarah Wilson, Brand Manager – Beer, Asahi Premium Beverages.

“For retailers, it introduces a greater range of craft mid-strength offers, which will increase penetration of the segment and at the same time trade shoppers up into a higher dollar per litre brand.”

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