Welsh brewery Brains is launching a bacon and chocolate porter called Aporkalypse at the Great British Beer Festival next week.
Brains has gained listings at major multiples for several beers it produces, including Boilermaker and Barry Island IPA, and it hopes to continue this tradition with Aporkalypse.
Head of sales Paul Harvey told OLN: “The beers coming out of our craft brewery appeal to a demographic that supermarkets want to target. There’s a certain amount of stagnation in the core premium bottled ale market to the extent that the core customer is an older male, aged 45 to 60.
“Craft beers tick the boxes with buyers because they bring more younger consumers and women into the beer category and we believe that the increasing number of beer varieties and styles we have planned, including a bacon and chocolate porter – Aporkalypse, that we are taking to the GBBF – will keep the interest and innovation for both our customers and consumers.”
More than 800 beers will be on offer at the festival, which takes place at London Olympia from August 13-17.
Organiser Mike Benner, chief executive at Camra, said: “There really has never been a better time to discover real ale, with over a thousand breweries in the UK producing over 5000 different beers.
“In fact the choice is so great that this year we have taken the decision to feature just a single beer from most breweries in order represent the largest number of breweries as possible from across the UK.”
Camra expects around 55,000 visitors will attend the event.
Emily Hudson, marketing manager for Wells & Young’s, said: “The Great British Beer Festival is one of the most popular and prestigious beer festivals of the year and we are thrilled, not only to be showcasing our popular cask and bottled beers, but also to be able to introduce beer lovers to something new.”