Ex-Heineken exec launches beer

10th July, 2014 by Neal Baker

A former Heineken director has set up his own drinks company and launched a fruit and berry-blended beer with the aim of appealing to new consumers who “don’t like the taste of normal beer.” 

dunesurferJohn Hunt, previously Heineken’s executive director of global strategy, has set up the Greyhound Drinks Company in Edinburgh and is set to launch Dunesurfer Original Desert Beer this week.

Dunesurfer, a 2% abv brew, is blended with exotic fruits, berries, botanicals and minerals — taking its inspiration from flavoured desert beers.

Speaking of the launch, Hunt said: “In most European markets global drinks companies are facing a long-term trend in falling volumes, especially in established mainstream brands.

“Growth is being driven by innovation but is often retro and evermore inward-looking – reinforcing the boundaries of existing categories such as premium, flavoured, less alcohol, low gluten.”

“With Dunesurfer I wanted to create a ‘new-wave’ beer, an innovative beer with attitude, a genuine cross-over adult drink that can break free of narrow drinks categories and appeal to existing beer drinkers and new consumers who don’t like the taste of normal beer or just find it boring.”

The launch is being backed by appearances at sporting and music festivals across the UK in the coming months, with a view to export with more variants and packaging formats in the near future.

2 Responses to “Ex-Heineken exec launches beer”

  1. Jacques Hughes says:

    Is this for real? I’ll give it one year to fail or eat my hat. Low alcohol flavoured beer with an awful label! Who is the target market? Ex-director of Global strategy for Heineken?

  2. Agreed @Jacques Hughes, Combines everything bad from both worlds. Those kind of drinks have been the failing answer of the German brewing industry to declining sales for years now. And guess what, they dropped by another 2% again last year.

    By the way there is something called craft beer, where you can find a real beer to the likes of almost anyone. And if you don’t want a beer, why not drink one of the numerous soft drinks with high quality ingredients popping up everywhere?

    But maybe he was too busy executing to realize…

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

Brand Ambassador – Santa Rita Estates

Santa Rita Estates
London or Hertfordshire but with flexibility to travel, UK

Sales Executive - Wine and Spirits Awards

The Drinks Business
Central London, UK

On-Trade Channel Manager

Delegat Europe Limited (UK)
London / Midlands, GB

Trade Marketing Analyst

Delegat Europe (UK)
London, GB

Key Account Executive

Delegat Europe Limited (UK)
London / Midlands, GB

Senior National Account Manager

Conviviality
London, UK

ON-TRADE Sales Executive

Roberson Wine
London, UK

OFF-TRADE Sales Executive

Roberson Wine
London, UK

Judging Week Runners

Decanter World Wine Awards
ExCel Centre, London E16, UK

Sales Administrator

Les Caves de Pyrène
Guildford, UK

Retail Commercial Executive

Laithwaite's Wine
Theale, Berkshire

Wine Buyer

Conviviality Plc
Crewe, UK

Sales Account Manager - On-Trade

Berkmann Wine Cellars
Liverpool

Sales Account Manager - On-Trade

Berkmann Wine Cellars
M3/M4 corridor

Media Sales Manager - Hong Kong

The Drinks Business Hong Kong
Hong Kong

The Global Merlot Masters 2017

Deadline : 31st March 2017

The Prosecco Masters 2017

Deadline : 10th March 2017

db Awards 2017

Deadline : 28th April 2017

The Global Organic Masters 2017

Deadline : 3rd March 2017

Click to view more

The Global Sparkling Masters

the drinks business is thrilled to announce the launch of The Global Sparkling Masters

The Global Rosé Masters 2016

the drinks business is proud to announce the launch of the Global Rosé Masters 2016.

The Prosecco Masters 2016

Now in its third year, the competition will reflect the growth in popularity of this fresh and exciting sparkling wine from the picturesque regions of Veneto and Friuli.

The Global Pinot Noir Masters 2016

After the success of last year’s competition that judged over 250 wines from no less than 16 countries, the drinks business is proud to announce the third year of the Global Pinot Noir Masters

Click to view more