LWC Drinks has signed an exclusive distribution deal with Camden Town Brewery to launch its latest innovation, ‘Eazy Hazy IPA’ on draught.
Following on from the product’s off-trade launch in March, under the new agreement, LWC Drinks will have exclusivity over the distribution of Camden’s Eazy Hazy IPA in draught format in the independent free trade.
Lee Williams, beer & cider category manager for LWC Drinks commented: “We’re absolutely thrilled to be putting Camden’s incredible Eazy Hazy IPA onto the taps of the UK on-trade. When entering discussions around this partnership we asked two questions; ‘What does it taste like?’ and ‘what is the market saying?’ Well, the liquid is outstanding, and there’s a real buzz around Hazy IPAs amongst beer lovers at the moment, so it’s fair to say we were keen.”
Tom Mitchell, commercial controller for Budweiser Brewing Group added: “Camden Town Brewery is delighted to join forces with LWC for the launch of our new Eazy IPA in the on trade. The extensive national reach of LWC, coupled with the collective strength of their sales force, makes them a great partner to get our freshest IPA out to pubs and bars across the UK. Given the remarkable growth witnessed by both LWC and Camden Town Brewery in recent years, we are excited to further grow the craft beer category together and deliver more value to our shared customers.”