SCOTTISH brewing legends, Williams Bros. Brewing Co. are adding to their wickedly hoppy Joker IPA series, with the launch of Juicy Joker.
Juicy Joker is a 5% New England (NEIPA) style version of their flagship Joker IPA and will be available in 440ml cans and on draught. With NEIPAs being one of the fastest growing craft beer styles in the UK, it was only a matter of time before their classic Joker got a juice bomb twist.
Williams Bros. Joker IPA has been a firm favourite of Scottish drinkers since it hit the market in 2006 – perfectly showcasing their 30 years of brewing history and earning its place as their biggest seller. Based on the success of Joker, the team ramped up the volume with Double Joker, the bigger, stronger and punchier brother, in 2012. But they weren’t finished innovating, and so we welcome the release of the totally tropical Juicy Joker.
Chris Williams, Williams Bros. Director, said: “We’ve taken the juiciest elements from our current duo of Joker’s and cranked their volume up to 11. Dialing up the juicy hops and introducing more oats and wheat to give it that smooth mouthfeel the style is known for, all while keeping the strength at an easy drinking 5% ABV.”
“There has clearly been a growing thirst for hazy, hoppier beers over the past couple of years and while we have brewed some specials along these lines, there has never been a core beer in our portfolio that ticks these boxes. We’re excited to add to our Joker line up with this new beer.”
Juicy Joker will be available, alongside Joker and Double Joker, at their launch events in Edinburgh and Glasgow this week – giving the chance to try the whole tasty trio side by side.
Liam Smith, Monkey Barrel Head of Sales, commented: “We love Williams Bros. beers, and what better place to launch the full Joker series than in a comedy club? Come down to the Monkey Barrel on Thursday April 28th and you can try this new beer while our incredible comics try out their new material.”
This tasty trio will also be launching Friday April 29th at Glasgow’s West End beer mecca, Inn Deep.
Director of Sales & Marketing, Richard McLelland said: “We are looking forward to rolling out Juicy Joker through these fantastic launch events and our core independent retailers, where it will hit the shelves first. I am also excited about our initial grocery listing in Sainsbury’s. This really shows the strength of the brand through all trade channels.”
