Press release 20 February 2019 Award-winning Netherlands botanical brewery, Lowlander Beer, today confirmed a distribution partnership with James Clay, the independent importer and distributor of specialist beers, which will increase Lowlander’s exposure to the UK market.
Lowlander’s ‘Chief Botanical Officer’, Frederik Kampman, says, “We’re delighted to be introducing our range of great tasting beers to the UK. Unusually our beers are botanically brewed, using similar herbs and spices to those used to make genever and gin. We believe the time is right to bring our refreshing beers to a wider UK audience familiar with the botanicals in gin as well as lovers of craft gin and James Clay are the perfect partners to help us achieve our ambitious goals.”
“James Clay is known for supplying the world’s best beers from the worlds best brewers. The interest in botanicals in gin means the time is right to be talking about a new style of beer with some exciting botanically brewed low abv expressions in the pipeline.”
Following on from the ground-breaking Lowlander Beer Tree to Table zero-waste campaign in the Netherlands, using recycled Christmas trees to brew their 2019 Winter IPA, the team at Lowlander plans to roll out the campaign in the UK for the 2019 Christmas period, as well as a programme of other innovative activations. The innovative campaign has already been selected for the Dutch Creativity Awards 2019, as an example of ground-breaking creativity.
Lowlander’s four botanically brewed beers are White Ale, Pale Ale, I.P.A and Porter. They have plans to introduce two low abv botanical infusions in the UK shortly. The four Lowlander Beers are available to purchase online from The Drinks Shop and Amazon.co.uk, with ambitious UK expansion plans, working with James Clay, in both the on and off trade. Lowlander Beers are listed in the UK at The Botanist, Amazon, Bayley & Sage, Harvey Nichols, Uto Beer.
Notes to Editor
About James Clay
James Clay have been working with pubs, bars and restaurants for over thirty years. They are the hub for the specialist beer sector within the UK with an established and growing network of national and regional distributors accounts. Together, they ensure the brands they represent have the best possible route-to-market coverage and national exposure. The company employs over 50 staff and distributes over 1000 different beers (a number which continues to grow.)
About Lowlander Beer
Lowlander Beer is an award-winning brewery from the Netherlands – literally the Low Lands. Each of its botanically brewed beers has a unique story and a unique flavour. Lowlander’s ‘Chief Botanical Officer’, Frederik Kampman, worked for years in breweries and gin and genever distilleries in both the Netherlands and internationally. ‘As soon as I got into the world of distilling, I was gripped by the number of herbs and spices used. As a beer lover, I started to wonder what these botanicals could add to beer.’ And so, the idea for Lowlander Beer was born: unique beers brewed with botanicals. Inspired by the journeys of the Lowlanders to faraway lands, Lowlander Beer brews with botanicals to create unique beers full of both character and flavour.
Since it was founded in 2016, Lowlander Beer has garnered acclaim from both industry insiders and discerning consumers, with listings in over 2000 accounts across the globe, including key cities such as Berlin, Paris and Hong Kong. Other countries include Russia and Curacao. In 2016, Lowlander won three medals and the Overall Supreme Trophy at the International Beer Challenge in London and earned itself five stars in the highly respected Difford’s Guide. In 2017, Lowlander won silver in the Best Dutch Witbier category at the Dutch Beer Challenge. At the 2018 World Beer Awards, four Lowlander beers received awards.
Follow Lowlander’s journey on Instagram and Facebook:@lowlanderbeer
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