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Welcome Urban Fox: American-style IPA is first of beers being launched to compete in the craft beer space

Exmoor Ales launches range of 'modern' beers 

Exmoor Ales is to launch a series of adventurous beers targeting the ‘urban’ market following a successful trial of Urban Fox, an American-style IPA launched under the sub-brand Exile.

Distributed nationally through PubCos and wholesalers, including Champers in London, since April, Urban Fox has sold some 500 barrels and opened up 100 new pub accounts that haven’t traded with Exmoor before.

IT will be followed in November by Wicked Wolf, a juniper-infused golden ale made in collaboration with local distiller Wicked Wolf Exmoor Gin. Three additional Exile brews are already lined up for 2018 – an African-style beer made with maize, an American pale ale and a wheat beer.

Urban Fox itself will also make a return next year.

“The success of Urban Fox has allowed us to spread our wings and given us the appetite to do more,” said Exmoor’s managing director Jonathan Price. “We want to introduce new styles of beers, more modern beers that will allow us to offer a range of tastes that can compete in the ‘craft’ market - though I hate to use that term.

He added, “We are considering bottling the Exile beers, and possibly putting them into keg, which will be something new for us.”

The Exile project is being led by Exmoor’s new assistant brewer Tom Davies, working under head brewer Adrian Newman after 10 years brewing in Australia.

It is part of an ambition to develop a wider portfolio of brands that will see Exmoor go from five seasonal brews a year to one a month, in addition to its five permanent beers, explained Price.

Phil Mellows
11th October 2017

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