Jacob’s creates UK’s first range of savoury snack-inspired beer
- Jacob’s launches range of limited edition Crackin’ Beer to be delivered to consumers over the summer season
- Three unique flavours brewed; Twiglet Stout, Cracker Crisps Smoky Barbecue Red Ale and Mini Cheddar Pale Ale
- One-off flavours brewed as 75% of Brits admit to being more adventurous when it comes to food and drink
21 June 2016 British savoury-snack maker Jacob’s has today launched a limited edition range of Crackin’ savoury beers inspired by the flavours of the UK’s favourite snacks, creating a match baked in heaven for the British public this summer.
Our Jacob’s fans will have the opportunity to get their hands on two unique Jacob’s beer flavours, the Twiglet Stout and the Cracker Crisps Smoky Barbecue Red Ale, which will be delivered straight to their doorstep. With Mini Cheddar’s being a long standing Jacob’s favourite, we couldn’t leave them out – so our teams have created the Mini Cheddar Pale Ale which will be developed for small-scale taste tests. The flavours have been developed especially for Brits to enjoy during 2016’s summer of sport major campaigns – Euros, Wimbledon and the lead up to the Olympics – with the savoury brews available via Jacob’s social media channels during the Euros finals week.
Research by Jacob’s into snacking habits in the UK has discovered that Brits are becoming more adventurous when it comes to taste. The results have revealed that 75% are more likely to try unusual food and drink flavours than they were twelve months ago.
The survey also revealed that most people (66%) enjoy eating savoury snacks while watching TV at home and a quarter (25%) elected beer as the beverage of choice to pair with their snacks. Furthermore, as a nation of sports fans, 65% of Brits will be watching sport this summer on TV at home with friends.
The Twiglet Stout and Cracker Crisps Smoky Barbecue Red Ale have been developed and brewed in partnership with Manchester brewery, Tickety Brew, famous for creating bespoke beer flavours popular with beer drinkers across the UK.
Master Brewer at TicketyBrew, Keri Barton, said: “We get all kinds of interesting flavour requests, but the Jacob’s Crackin’ Beer was one we couldn’t resist – we’re huge fans of all the snacks already, so our challenge was to ensure we stayed true to these unique flavours whilst crafting beers that tasted great!
“We really had to think outside the box with the Twiglet Stout; we couldn’t just add the yeast extract from Twiglets themselves, as this is an active ingredient in stout, so we have used seaweed to create a lovely salty flavour – we’re really happy with the result! We had so much fun developing these savoury beers for Jacob’s, and we hope consumers enjoy them as much as we enjoyed making them.”
Jacob’s Marketing Director, Ted Linehan, said: “It was interesting to learn of the growing popularity of unusual and exciting flavour combinations, and we really wanted to tap into this growing trend with Jacob’s Crackin’ Beer – especially with and the summer of sport upon us.
“Twiglets, Cracker Crisps, and of course Mini Cheddars, are some of our most-loved snacks and we wanted to think about how we could bring these flavours to more people in new ways to create a match baked in heaven. Depending on how these savoury brews go down, we may even consider trying other recipes of Crackin’ Beer in the future. Watch this space!”
Jacob’s will be giving members of the public a chance to try these limited edition flavours during Euros finals week. Simply follow @JacobsSnacks tweet using #CRACKINbeer between 4th – 8th July to find out how you could be in with a chance to enjoy these one-off, savoury brews – and some Jacob’s snacks of course!
For more information contact 3 Monkeys Zeno
Tel: +44 (0) 20 7009 3100
Notes to editors:
Entry is only open to residents of London, England and you must be aged 21 years old or over (as of the Starting Date) to enter this Promotion. The Promotion will run from 8:00AM GMT on Monday 4 July 2016 (the “Starting Date”) and the “Closing Time” will be 16:59 PM GMT on Friday 8th July 2016 (the “Closing Date”) (collectively the “Promotion Period”). For full terms and conditions please visit Jacob’s Twitter and Facebook page.
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