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Montezuma’s Chocolate Lager wins retail listings

Hogs Back Brewery’s innovative Montezuma’s Chocolate Lager has won new listings with two major UK supermarket retailers in time for Easter.

The chocolate flavoured lager is from this month available in selected Tesco stores, as well as in all 29 Booths stores. At the same time, the two retailers have also begun stocking the brewer’s Hogstar craft lager.

Montezuma’s is claimed to be the world’s first authentic chocolate lager, launched in 2014 as a collaboration between Hogs Back Brewery, based in Tongham, Surrey, and Montezuma Chocolate of West Sussex. In a break with brewing tradition, the chocolate flavour comes not from roasted malt, but the addition of natural essence from Montezuma’s Lordy Lord dark chocolate.

Rupert Thompson, Hogs Back Brewery owner, says, “We’re delighted that Montezuma’s will be on the shelves in both Tesco and Booths before Easter. It has generated huge interest amongst both beer aficionados and mainstream drinkers since its launch.   

“People drink with their eyes as well as their tastebuds, and so expect a chocolate beer to be dark. Chocolate flavour in a light, golden lager breaks all the rules, but Montezuma’s is building a strong following, and as an Easter present for a dad or uncle, we think a bottle or two will definitely appeal more than a chocolate egg.”

Thompson adds, “Our lagers were Gold and Silver medal winners at the 2014 International Beer Challenge, and as interest in craft lager booms, these new listings bring both Montezuma’s and Hogstar to a wider range of consumers.

“As with Hogs Back Brewery ales including our flagship brand TEA, our lagers combine high quality, local ingredients with brewing expertise, to create memorable, distinctive beers. Hogstar is matured longer for greater depth of flavour, and Montezuma’s follows the same craft principles, being matured for six weeks.”

Both lagers have a regional listing with Tesco in the South East from March, with a planned roll-out to 400 stores for Montezuma’s by May. Booths is also stocking Montezuma and Hogstar from the start of March.  Both lagers are 4.5% ABV, with an RSP of £2.19 for Montezuma’s and £1.99 for Hogstar.

9 March 2015 - Felicity Murray The Drinks Report, editor