A new pale ale has been created with cyclists in mind
A new beer, named Post-Ride, has been created by Volt e-bikes and Mad Squirrel Brewery to specifically appeal to cyclists as a target market.
Hertfordshire-based Mad Squirrel Brewery brewed the 3.7% ABV pale ale single-hopped with Talus, to meet the criteria for cyclists looking for a midday break on a hot summer’s day or as a post-ride refreshment after a long journey.
Although radlers already exist on the market for this purpose, the creators explained that they have created a pale ale to “appeal more” to both their target customers and retailers that would stock the beer.
Speaking to the drinks business, Volt founder James Metcalfe said: “Our aim with the Post-Ride beer is to deliver a refreshing beer that cyclists (and others) can enjoy after a long ride without compromising on taste. We chose a pale ale over something like a radler because Mad Squirrel are experts in their customers and the market and know that the Post-Ride pale ale appeals more to both customers and consumer retail.”
According to Metcalfe: “The partnership is also about more than the beer” and explained that it was also a collaboration that involved working alongside a local business that shared “similar values to Volt, like our commitment towards sustainability”.
Greg Blesson, managing director at Mad Squirrel insisted: “Our Post-Ride beer is perfect for cyclists and drinkers who want a low abv beer that doesn’t compromise on taste.“
Metcalfe added: “For both of us, with our shared roots and values, the partnership just made sense.”
Post-Ride will be available from the Mad Squirrel Brewery website, its taprooms in Buckinghamshire and Hertfordshire as well as via a selection of its suppliers across the UK.
The launch will also be supported by a national competition that gives people the chance to win a customised ‘Volt London’ urban e-bike. Alongside this, entrants can also win cases of the Post-Ride beer and exclusive Volt x Mad Squirrel branded merchandise.