Stockport based Robinsons Brewery have announced the release of a new keg IPA, Hopnik Citra, for their pubs, and are marking the launch by donating 10 pence for every pint bought to the NHS until September.
The new beer follows the successes of other recent new premium product launches for Robinsons, Helles Lager Bier and the Stockport brewery’s own stout.
Hopnik Citra was originally planned to launch at a live event to licensees in late March, but was understandably delayed when the UK went into lockdown. Robinsons’ pubs have begun listing the new IPA since being permitted to reopen again in recent weeks.
Since the beer’s launch, Robinsons Brewery report that over 20,000 pints of the new IPA have already been sold in its pubs across the North West and North Wales. The Stockport brewery will donate 10p for every pint of Hopnik sold to the NHS, until the 31st October 2020.
Managing Director (Beer Division) at the Stockport brewery, Oliver Robinson, said:
We have been reasonably pleased with our first four weeks of beer sales; cask has been a little disappointing but we have seen beer sales in the last 3 weeks reach 80% of last year’s. However, what we have witnessed is a real change in premiumisation. Helles Lager is in our top four lager brands and with the launch of Hopnik Citra that coincided with pubs reopening, we have been delighted with the feedback and sales in our first month.
“The sale of our own craft beers is also giving our licences and managers a great profit opportunity that is much needed as we continue to welcome more and more customers back. With Wales opening indoor trading from 3rd August, we hope to see increased demand as we enter a crucial trading month (August) for our tourist and destination sites across our estate, but especially those in Wales and Cumbria.
“At 20,000 pints so far and rising fast, Hopnik Citra IPA additionally raises 10p per pint for the NHS until the end of September.”