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Fordham’s launch new beer and range redesign

The range of US craft beers from Fordham Brewing Company is expanding in the UK with the launch of Route 1 Session IPA. At the same time, Fordham’s acclaimed Helles lager is being rebranded as Gypsy Lager to give it a clear brand identity, while the full range of beers has a distinctive new look.

Route 1 Session IPA is a new beer from Fordham’s which joins Gypsy Lager, Copperhead Ale and Ram’s Head IPA in a four-strong permanent range of beers. Importer Heathwick regularly supplements these with seasonal and one-off beers from both the Fordham and Old Dominion breweries of Dover, Delaware.

At 4.5% ABV, Route 1 Session IPA targets craft beer drinkers looking for an American IPA at a lower ABV. Brewed with Bravo, Cascade, Chinook and Crystal hops, and featuring grapefruit and pine aromas, the beer is considered a good accompaniment with spicy dishes.

Graham Richardson, general manager of Heathwick, said: “With Route 1 alongside Ram’s Head at 7.5%, we can now offer two great IPAs, differentiated by ABV, in one of the most popular craft beer styles.

“In addition, with more craft lager brewers now using the generic ‘helles’ descriptor, the memorable name and branding of Gypsy Lager gives it a high profile in the fridge or on the bar. At the same time, we’ve developed new graphics for Copperhead in line with the other beers in the range.

“Fordham’s brews have built up a loyal following since we first launched them in the UK two years ago. The craft beer market is getting more competitive all the time, and brands need to be instantly recognisable from the label or tap handle. With four permanent beers now in the range, the more consistent, distinctive Fordham branding will have more immediate appeal to consumers as well as delivering high sales for operators.”

Heathwick is also supporting its beers with The Fordham & Dominion Experience, which includes branded glassware, beer and food matching advice, and ideas for developing beer cocktail recipes.

The four permanent Fordham beers are available in 355ml bottles. Copperhead Ale, Ram’s Head IPA and Route 1 Session IPA are also supplied in keg, with the new branding featured on Fordham’s bespoke wooden tap handles.

6 January 2014 - Felicity Murray The Drinks Report, editor