WEIRD AND WONDERFUL BEER IDEAS - GALLERY
Elder Brau – Peter Laverty
This one did make Heineken's shortlist and is aimed at a new age of fitter, healthier, more socially active 60-70 year olds. A classic-style lager, it is infused with elderberries to give a crisp and slightly fruity flavour.
Personally, I'm surprised. Fruit-based beer is nothing new and the pun on 'elder' isn't really to my taste.
“I found that using a more simple branding method would give the product a better chance of reaching a larger target market and appeal to both men and women,” Laverty writes.
