Bengal Lancer is added to Fuller's portfolio

February 3, 2010: Fuller's has introduced a new India Pale Ale to its portfolio, Bengal Lancer, which will be available in cask (at 5% ABV) and bottled (5,3% ABV) as a seasonal ale.

The name refers to the legendary cavalry regiment that served with distinction on the North West Frontier during the 19th century, and the beer is inspired by the distinctive flavours that would have been experienced by the India Pale Ale drinkers of the time.

This ale is available exclusively in Fuller’s pubs throughout February, extending to selected free trade customers as a seasonal beer during March. Bottles of Bengal Lancer will also be available in leading supermarkets in March.

Managing director of the Fuller’s Beer Company, John Roberts, said: “The cask ale market is in great health, and is the only sector of the beer market in growth. We are delighted to be at the very heart of its resurgence.

“Our entire portfolio of ales, including London Pride, ESB, Discovery and Gales HSB, is performing well, and Bengal Lancer is a fantastic addition to that range. The launch of this beer follows the huge success of Gales Seafarers Ale in March last year and we have similarly high hopes for this new brand.

“This is a genuine India Pale Ale which has an assertive bitterness, a higher ABV and a distinctive hoppiness that marks it out as a true reflection of this style of beer. Beer drinkers of days gone by would instantly recognise this as an India Pale Ale.

“The imagery used in Bengal Lancer’s stunning branding will ensure it has real stand-out on the bar and I’m sure it will be very popular with our customers. The launch will be supported by eye-catching [point of sale material] both inside and outside the pubs, created by Doner Cardwell Hawkins, our advertising agency.”

Fuller’s head brewer, John Keeling, added: “Our seasonal ales programme is an opportunity for the brewing team at Fuller’s to give our customers a taste of something a little different, and we enjoy challenging their taste buds whenever we can.

“In crafting this beer, we were inspired by the flavours that brewers working 200 years ago would have tasted in their India Pale Ales and have tried to use ingredients as close to the varieties of the time as we could source.

“The result is a distinctly hoppy, full-bodied beer of which I think our brewing forefathers would have been proud.”