LWF: Craft beer showers forecasted at Morgenrot

By Jo Gilbert

Published: 25 May, 2017

The difference in approach between winemakers and craft beer brewers to creating new drinking experiences can be clearer nowhere than at Morgenrot’s stand at this year’s London Wine Fair.

On one side, the importer and Spain specialist displayed its impressive range of wines which have long delighted Manchester’s thriving on-trade scene, including its growing number of Spanish bars and tapas restaurants.

On the other side of the stand, the Manchester-based company showed its craft beer portfolio, where visitors could try out the newest additions – including a beer whose USP is that it is supposed to drunk in the shower.

The Pang Pang range from Stockholm-based brewer Fredrik Tunedal includes the Shower Beer, which as the name suggests, is meant to be enjoyed while having a bathroom-based refresh.

With a smaller serving size and 10% ABV, the idea plays on the growing trend of washing hair with beer, and presumably, all those Dali-esque hipster beards.

A more subdued final day of the London Wine Fair yesterday was livened up by a visit to the stand where an actual shower mock-up pointed to upcoming ‘tap takeovers’ and other activation events planned for London, Liverpool and Manchester.

The Shower Beer is joined in the Pang Pang range by Tiki Tango Pale Ale, Golden Glock Fruit IPA and the Flaming-Go IPA.

Morgenrot has a growing collection of premium craft beers from across the globe and has also recently funnelled resources into expanding their wine range.

Over the three days of the fair, visitors were introduced to around 30 new wines, including a Maturana Blanca and Tempranillo Blanco from Nivarius, a Syrah from Monastrell and a Cumal Prieto Picudo.

National key accounts manager Mat O’Connell said the focus was on introducing more varietal diversity with some distinctive new additions, rather than a particular region.

“We had quite a lot of Tempranillo of the portfolio and wanted to mix that up a bit. Ultimately it’s got to look good and taste good,” he said.

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