RedMart has launched CODE RED Lemongrass Pale Ale – its first-ever collaboration beer, in partnership with Archipelago Brewery. A pale ale infused with distinctively local flavours including lemongrass and jasmine, this limited-edition, small batch craft beer aims to celebrate the partnership between two of the nation’s most treasured brands in creating a uniquely Singaporean craft beer.
In the last few years, Singapore has seen a growing demand for craft beer options and is now home to more than 20 craft beer bars, making craft beer more accessible to first-time drinkers. In response to this demand, RedMart is expanding its offering of global craft and mainstream beer brands by providing shoppers with its own branded craft brew, designed for the Singapore palate. For a start, a limited run of 300 cases (24 bottles per case) of CODE RED Lemongrass Pale Ale has been produced, with the potential for additional production in the future.
Brewed and bottled in Singapore for RedMart by Archipelago Brewery, CODE RED Lemongrass Pale Ale is as unique as it is local. Its fruity esters from the ale yeast mingle perfectly with late additions of jasmine and lemongrass, two Southeast Asian flavour staples, to make this beer unique, refreshing, and designed with Singapore’s tropical climate in mind. Its straw-golden colour comes from the use of pale malts only, while the moderate bitterness is balanced with a light body that creates a crisp aftertaste. CODE RED Lemongrass Pale Ale has a 4.5-percent ABV.
Alice Canty, Senior Category Manager for Beer, Wine & Spirits at RedMart, said, “RedMart is a tech company at heart, and we wanted this to come across in the branding for CODE RED. The name is a nod to RedMart’s tech roots and celebrates the brand’s iconic red logo colour. We felt the unique but subtle lemongrass and jasmine notes are a great differentiator from current offerings in the craft beer market, and more importantly a celebration of Singapore flavour.”
“Archipelago and RedMart’s shared values of quality and accessibility make for a natural partnership,” said Nicholas Low, Head of Archipelago Brewery. “Archipelago Brewery’s mission is to grow the craft beer market, and our collaboration with RedMart opens doors to the growing base of Singapore craft beer drinkers who are constantly looking for high-quality custom brew that suits their increasingly complex palate. Together, we have an exciting opportunity to introduce a great craft beer for Singapore to enjoy.”
You may also watch the QnA session with the executives over my Facebook Live