Summertime... and the beer choosing is easy!

July 2011

In keeping with the season itself, we’ve been a little bit slow with our summer edition of Brewhouse but don’t be fooled into thinking we’re in any way behind the game when it comes to the best beers to enjoy in the sunshine.

OK, when the sunshine finally makes an appearance...

If your customers seek a glass of something cold and crisp, how about serving a classic German pilsener from Jever or Flensburger? If they hanker for something a bit more snappy, point them in the direction of one of Uncle Sam’s new generation India Pale Ales or lagers: Goose Island, Flying Dog or Brooklyn can all more than oblige on that thirst-quenching front, as well as plenty of summer ales to go at.

And what could be more apt for the balmy days of summer that the quintessential classic – a refreshing, iced fruit drink? You could be forgiven for thinking there’s not much scope for the beer-lover there, but Liefmans Fruitesse is proving there’s life in the 'Oud Bruin' beer yet!

Launched in 2010 (originally named 'Liefmans Fruit') Fruitesse has been one of the leading lights in the fruit-beer market, an area which has seen impressive growth in bars as well as the off-trade over recent years.

A genuine alternative to rosé or sparkling wine, Liefmans Fruitesse is gaining great notoriety for being served poured over ice. “We've seen the impressive resurgence in cider over recent years, partly thanks to it being served with ice.” comments Nigel Stevenson from James Clay, “Where Fruitesse really holds it's own is that the ice doesn't dilute the great flavours in any way – if anything, it helps to accentuate them and makes a really unique and refreshing drink.”

Rupert Ponsonby, the “ideas man” and specialist drinks PR company R&R Teamwork, has one theory as to why fruit beers work well over ice: “The ice allows the flavours of the fruits in the beer to open out and make an exhibition of themselves far better over ice than just chilled. Maybe it is the same as happens when you pour a smidgeon of water into a 40% whisky - it lets the drink relax and open out.”

“Over ice doesn't work for most beers as it makes them tinny, watery and metallic but Fruitesse, being a richer multi-fruit beer, seems to revel in it.”

Described as “A summery, refreshing fruit beer, which is delightfully sweet with the sparkle of champagne and the freshness of a nicely chilled glass of wine" by The Morning Advertiser, Liefmans Fruitesse now has a distinctive glass 'tumbler' specifically for serving over ice, giving this fine beer from one of Belgium's oldest breweries another contemporary and modern twist.

Liefmans Fruitesse (4.2 Abv.) is unique, fresh beer blend combining the natural juices of strawberry, raspberry, cherry, blueberry and juniper berry. It is a sweet and fruity beer, sparkling and refreshing with a soft head.

Available on draught (20 litre keg) and in 24 x 25cl bottles from James Clay.
Glassware and supporting point of sale is also available to order.