Kingfisher Beer Europe has reformulated its Bombay Bicycle IPA in a move designed to entice modern craft beer drinkers.
The drink, which first hit the market in 2018, has been re-brewed in partnership with craft brewery Yeastie Boys (in which Kingfisher owns a stake).
Its new recipe had been “refined to align its taste profile closer to accompany delicious Asian dishes and curries”, said the brand.
The preferences of modern craft shoppers had “developed significantly” since the drink was first brewed, it added. “Whilst consumers still want flavourful pale ales and IPAs, they are also looking for these beers to be a little more easy-drinking and refreshing.”
The brew itself was “packed full of tropical hops and fruity flavours,” said KBE Drinks brand manager Andy Sunnucks. “This unique and fruity IPA both cleanses your palate and quenches your thirst.”
Indeed, the launch comes as big brewers are moving away from full-bodied, stronger beers in favour of lighter, less intense NPD to tap younger shoppers. Heineken, for instance, last week unveiled a new 4%, less-bitter lager, Heineken Silver, which it said was designed specifically to target gen z and millennials.