West Yorkshire-based SALT Brewery has unveiled a new session IPA, Alpacalypse, designed to offer a more approachable entry point into the craft beer market. Brewed in partnership with Molson Coors, the 4.3% ABV beer features American hops, delivering a modern, hazy pale ale with citrus aromas and tropical flavors. The launch aims to attract a broader audience of beer enthusiasts, particularly those new to craft beer.
A Gateway to Craft Beer
SALT, known for its core range including Jute Session IPA and Loom Pale Ale, has crafted Alpacalypse to bridge the gap between mainstream lagers and heavily hopped craft IPAs. Founder Jamie Lawson explained, “Jute is a high-hopped session IPA, which is great for craft lovers, but it can be overwhelming for newcomers. With Alpacalypse, we’ve created a stepping stone—a refreshing, slightly hazy beer with enough hop character to validate it as craft, but with the accessibility needed to appeal to a national audience.”
Honoring Local Heritage
The beer’s unique name, Alpacalypse, pays homage to Saltaire, SALT’s hometown and a UNESCO World Heritage village. The town’s history is deeply tied to textile pioneer Titus Salt, who used alpaca wool to create flame-retardant fabrics. Lawson noted, “The alpaca is a central figure in Saltaire’s history, with bronze statues in the park. We wanted to intertwine this heritage with a modern IPA, creating a product with a genuine narrative that connects the past and present.”
A Longstanding Partnership
SALT’s collaboration with Molson Coors builds on a 12-year relationship, which began when the beverage giant supplied SALT’s 32 pubs and bars. Molson Coors became SALT’s exclusive distributor three years ago, following a successful trial of its core beers. Hannah Norbury, Marketing Director at Molson Coors, described the partnership as a natural progression: “SALT’s personality and heritage make it the perfect brand to collaborate with. Together, we’ve created a product that tells a great story and brings something new to the craft beer space.”
Accessible Craft for Pubs
Norbury highlighted the potential of Alpacalypse to boost pub sales, particularly during quieter months like January. “Adding something new to the bar can help bring customers back to pubs. Alpacalypse offers an accessible craft option that appeals to a wide range of drinkers,” she said. Lawson echoed this sentiment, emphasizing the importance of catering to diverse consumer preferences: “Modern consumers expect variety. If you miss out on craft beer, you’re leaving a gap in your portfolio.”
A Collaborative Effort
The development of Alpacalypse took approximately four months, with multiple iterations to perfect the balance of flavors. Lawson described the process as “a respectful collaboration,” while Norbury praised the partnership for its authenticity and shared passion for brewing. “Collaboration is at the heart of the brewing industry. Working with independent brewers like SALT is incredibly important to us,” she added.
Launch Support for Pubs
To support the launch, Molson Coors and SALT are providing pubs with comprehensive point-of-sale (PoS) kits, including glassware, badges, and bar runners. Stockists will also benefit from a social media content plan, bespoke coverage on both companies’ websites, and a trade enquiry form. Norbury emphasized the importance of visual appeal: “In a crowded market, the badge and glassware need to stand out. They’re crucial for catching the eye of customers in a pub setting.”
Alpacalypse will be available to the on-trade starting Monday, 20 January, offering publicans a fresh, approachable craft beer option to attract a diverse clientele.
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