An ice new way to enjoy Honey Dew

June 15, 2007: After a successful trial in a selection of its pubs, bottled Organic Honey Dew served over ice is to be launched across the Fuller's estate.

With many customers demanding colder and more refreshing drinks, the over-ice serve has become more popular, says the brewer. Honey Dew works with ice as it is sweeter than a normal beer and thus able to cope better with the coldness of the ice, retaining its flavour. Adding a wedge of lime to the drink adds a further zestiness into the beer, says Fuller's creating a perfect balance.

Clare Draper, Fuller’s brand manager for Organic Honey Dew, said: “We've seen the over-ice long drinks market develop over the last couple of years and we believe there is an opportunity for more drinks to be served this way. Customers are much more open to the idea of over-ice now, and some may even expect it.

“We wanted to see what the reaction would be to one of our beers served this way, and feedback from customers has been great, with average sales in trial houses increasing by over 50%.

“Serving Honey Dew over ice has been embraced by existing drinkers, plus it appeals to people who would normally choose a non-Fuller's beer, so it appears to have succeeded in broadening our market for the beer.”

David Spencer, Fuller’s brands marketing manager, added: “Before launching, we tried many different options, including different beers and different types of serve. Honey Dew was the clear favourite because the flavour doesn’t get overwhelmed by the coldness of the ice, and the addition of lime adds a delicious, zesty edge.

“As well as the taste, the theatre of the over-ice serve is very important and we think that Honey Dew over ice looks fantastic in its stemmed pint glass.”