Brews tune in to female palate

11 January, 2008

A real ale targeted at women is to be released in bottles in time for spring.

Harry's Beer is the brainchild of teenage entrepreneur Harriet Easton, who teamed up with Shropshire's Hanby Ales to brew a cask ale which is now on sale in just one Shropshire bar - The Salopian in Shrewsbury.

But Easton has big plans for the brew, including a move into bottles and the off-trade in the next few months, and adding a new flavour to the line in the summer.

Vanessa Fairfax-Woods, spokeswoman for the Jools Payne Partnership, which is promoting the beer, told OLN: "We are going to be seeing how it goes with regard to cask, and

put it into bottles

so it can be available nationwide."

Nineteen-year-old Easton came up with the idea for the brew after an unpleasant encounter with RTDs, and put it into practice during her gap year, before starting a politics degree at Newcastle University. She founded the Rushing Dolls Company, which specialises in products exclusively for women, in 2006.

Along with

Hanby Ales, she did in-depth research with women aged 18-60

to find out which flavours they preferred in beer. The result was 4.2 per cent abv blonde ale Harry's Beer, brewed with Maris Otter pale malt and Cascade hops, with essence

of sweet oranges.

Easton said: "A lot of women I know

think real ale is unsophisticated, fattening, unhealthy and unfeminine. None of that is true. Beer, drunk in moderation, is not fattening - pint for pint it's less fattening than orange juice.

"I n Harry's Beer we've got a product that women will

want to

be seen drinking ."

Paula Waters, chairman of the Campaign for Real Ale, was the first to pull a pint of Harry's Beer. She said: "There is such a range

of flavours

of real ales, women just need to be encouraged to sample them - and the way to do that is to market the beer in a more appealing way. Harriet Easton has spotted a great opportunity and is doing just that."

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