Fuller’s and Carlsberg march ahead with horse-themed beers

Both Fuller’s and Carlsberg are bringing an equestrian flavour to their beer selection. Fuller’s is introducing Bengal Lancer and Carlsberg is bringing the Tetley Huntsman out of the stable.

Fuller’s Bengal Lancer is a 5% Indian Pale Ale (IPA). It’s inspired by the nineteenth century Indian Cavalry regiment that came under the control of the British Army. Its flavours are based on those that brewers would have harnessed 200 years ago. Bengal Lancer will be sold in Fuller’s pubs this month. In March it will be available as a seasonal beer, to selected free-trade customers. There will also be a 5.3% abv bottled version for the off-trade.

The real Bengal Lancers were named after the long and lightweight bamboo lances they carried into battle. Fullers describes its new IPA as “… pale in colour, full-bodied with a distinctive hoppiness that marks it out as a true India Pale Ale.”

Meanwhile, Carlsberg UK is putting an old icon back in the saddle. The Tetley Huntsman will be reappearing on marketing, material and on pump clips and glasses. The Huntsman will be backed up with £3million investment over the next 12 months.

03 February 2010