Another sector being hit hard by the Coronavirus crisis is Ireland's craft brew industry. Faced with potentially having to pour it down the drain, Sligo's excellent White Hag Brewing Company is launching its new 4% Phantom Hazy IPA online.
Having carbonated it today, the chaps will tomorrow film their latest creation being canned, packed into boxes and shipped to customers who will be able to take their first sup early next week.
"The beer will be poured down the drain if we can't sell it online, such is the drop off in demand from the pub trade, and subsequently the brewing trade in Ireland," explains their Commercial Director, Bob Coggins. "We're using a combination of Facebook, Instagram, Twitter and Eventbrite to bring the beer to our fanbase. These are extraordinary times and we have to adapt and change how we do business to ensure we keep our business and brand alive. We believe this to be the first time any brewery has had to resort to these measures to launch a beer."
White Hag will be streaming a live online tasting hosted by master brewer Joe Kearns. Boxes of 24 x 330ml Phantom cans are available from https://www.thewhitehag.com priced €60 with free postage and packaging, next day delivery.