Spanish beer company Damm is gearing up to launch a low alcohol version of its Mallorcan lager Rosa Blanca in Britain.
Rosa Blanca, which was first made in Mallorca in 1927, is normally a 4.8% ABV, however the plan is for it to be recreated as a 3.4% ABV variant according to The Grocer, a move that assists in it qualifying for the duty reduction on beer below 3.5% ABV, effective from 1 August.
As a result of its lower alcohol content, Damm has said that Rosa Blanca will be offered to customers at “an attractive price point” and will initially be available in a multipacks of 330ml cans – rolling out into Asda stores across the UK from 14 August retailing at £5 for a pack of six.
Additionally, a 660ml bottle is reportedly due to launch in Morrisons stores from 18 September, retailing at £2 each and from 15 October both bottles and cans of Rosa Blanca will be available from Waitrose.
Damm head of off-trade Lian Fidler admitted that the brewer had been searching for some time for a beer that would work for the British market that would not break the bank and appeal to UK consumers. He explained: “We were trying to find a suitable brew we could bring to the UK at a competitive price.”
According to local sources, Rosa Blanca is a known to islanders as a lager made with a grain bill of malt, maize and a touch of rice to give it a smooth mouthfeel before being brewed with a touch of Citra hops that make it stand out from other lagers to give it a distinctive “hoppy” flavour.
The beer’s target demographic will be 25-40 year olds and, according to the Fidler, the reformulation of the Rosa Blanca recipe to recreate it as a lower alcohol version does not compromise the lager’s “hoppy” flavour.
At the start of the year, Damm acquired the Eagle Brewery in the UK from Carlsberg Marston (CMBC). The brewery, based in Bedford, is rumoured to be the new home for the lower alcohol Rosa Blanca to be brewed and rolled out to the UK this summer.
The Eagle brewery has a production capacity of 1 million hectolitres per year and employs 67 people in production, who have become part of Damm’s UK workforce.
Demetrio Carceller Arce, executive chairman at Damm, said: “Over the last few years, we have strengthened the presence of our broad portfolio of beers in bars and restaurants around the world, backed up by our support for gastronomy and promotion of the Mediterranean lifestyle.”
Damm has also reported that its Rosa Blanca beer brand will be supported by a marketing boost throughout 2024 to make sure the beer garners the attention it deserves during its launch into the UK market.
