By Andrew Starke

Western Australian brewery Gage Roads has launched two new beers and now boasts a range of five beers and one cider.

Sleeping Giant IPA and Atomic Pale Ale are the latest offerings although the company also has contract brewing commitments which exceeds 1.2 million cartons per annum.

Sleeping Giant will replace the existing Gage Roads IPA whilst Atomic Pale Ale is a brand new product, set to take on some of the well established brands in the Pale Ale market.

“There was a feeling in the Gage Roads camp that our existing IPA, although very popular with our brewers, was a hybrid; trying to be both an IPA and a Pale Ale,” said general manager operations Aaron Heary.

“We decided that there was an opportunity to create two products that would be true to each category. This opened up the door for us to brew our English IPA as a bigger beer to impress the real craft brew enthusiasts.

“We did this by increasing the alcohol content to 5.4 percent and providing a more robust bitterness. We renamed it Sleeping Giant to represent the giant flavours held within – until you crack the top off it that is!”

The brewer said the name Sleeping Giant also refers to the hidden potential of this product, which in its current form has recently experienced steady growth, despite little marketing investment.

Atomic Pale Ale is all natural with no artificial additives or preservatives and has an alcohol content of 4.7 percent.

“We decided to introduce Atomic for those drinkers who enjoy the fruit and hop character of a good ale, but without the extreme bitterness and higher alcohol content of an English IPA,” said Heary. “We took the Pale Ale down the American route”.

Sleeping Giant and Atomic will both be marked with the Gage Roads Brewer’s Selection insignia.

Both products are now available and will retail for around $18.99 per 6-pack.


The Shout Team

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