{"id":344844,"date":"2025-12-15T06:08:51","date_gmt":"2025-12-15T06:08:51","guid":{"rendered":"https:\/\/peraltafinancing.com\/alcohol\/alpacalypse-becomes-second-highest-selling-session-ipa-in-less-than-a-year\/"},"modified":"2025-12-15T06:08:51","modified_gmt":"2025-12-15T06:08:51","slug":"alpacalypse-becomes-second-highest-selling-session-ipa-in-less-than-a-year","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=344844","title":{"rendered":"Alpacalypse becomes second-highest selling session IPA in less than a year"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<p>Sales of SALT\u2019s Alpacalypse have surged to make it the UK\u2019s second most popular session IPA after just 10 months on sale<a href=\"#_ftn1\" id=\"_ftnref1\"><sup>[1]<\/sup><\/a>.<\/p>\n<p>Launched by the Yorkshire craft specialist SALT, in partnership with Molson Coors, in January 2025, the 4.3% ABV IPA has quickly become one of the fastest-growing craft beers in the UK on-trade and is now the third-best selling beer of all craft keg ales<a href=\"#_ftn2\" id=\"_ftnref2\"><sup>[2]<\/sup><\/a>.<\/p>\n<p>Having secured listings in over 4,000 pubs and bars, venues are pouring the accessible and refreshing ale at a rate of 54 pints a week per outlet &#8211; the second-highest rate of sale in the Session IPA category<a href=\"#_ftn3\" id=\"_ftnref3\"><sup>[3]<\/sup><\/a>.<\/p>\n<p><strong>Jamie Lawson, founder of SALT Brewery, said: <\/strong>&#8220;With Alpacalypse, we set out to bridge the gap between the boldness of craft IPAs and the approachability that lager drinkers appreciate. By keeping Alpacalypse easy-going and crisp, we&#8217;ve created a beer that delivers subtle tropical flavours and citrus aromas with a refreshing finish.<\/p>\n<p>\u201cThe rapid uptake we\u2019ve seen across the UK really highlights a growing appetite for more flavourful beers among traditional lager drinkers who are craft curious but often find the leap too big, hoppy ales a bit too much. Alpacalypse offers the perfect middle ground &#8211; it\u2019s packed with character, but still easy-going and accessible. The excitement around the beer, from rate of sale to people \u2018rehoming\u2019 the glassware, really shows how it\u2019s struck a chord with drinkers and venues alike.\u201d<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"683\" src=\"https:\/\/barmagazine.co.uk\/wp-content\/uploads\/2025\/12\/ChrisBethell_alpacalypse_neutral-27-1024x683.jpg\" alt=\"\" class=\"wp-image-64213\" \/><\/figure>\n<\/p>\n<p>Alpacalypse\u2019s distinctive glassware has proved a hit with pub-goers with many a social media post suggesting that it has become a highly coveted \u2018souvenir\u2019 for beer drinkers. So much so, that the brand has had to send out 30,000 additional glasses to replenish stock.<\/p>\n<p>Playing into this trend, Alpacalypse is launching its \u2018Pinched from the Pub\u2019 campaign, hiding 2,400 specially designed glasses across 200 participating venues. Each glass features a discreet \u2018pinched from the pub\u2019 detail. Drinkers who spot one and share their find on social media will be in with a chance to win exclusive prizes &#8211; including \u00a3100 Ticketmaster vouchers and limited-edition branded merchandise.<\/p>\n<p>The competition builds on the momentum created by the brand\u2019s debut marketing campaign &#8216;Alpaca Back &amp; Sides&#8217;, which ran in July and generated more than 65 million impressions across social media and earned media articles, including The Mirror and The Sun. The campaign featured a pop-up barbershop, playfully named the Shearer Shop, offering free alpaca-inspired haircuts and a pint of Alpacalypse, which sold out in 24 hours.<\/p>\n<hr class=\"wp-block-separator has-alpha-channel-opacity\" \/>\n<p><a href=\"#_ftnref1\" id=\"_ftn1\">[1]<\/a> CGA OPM Craft Keg Ale Volume P9 L12W ending 6\/09\/2025<\/p>\n<p><a href=\"#_ftnref2\" id=\"_ftn2\">[2]<\/a> CGA OPM Craft Keg Ale Volume P9 MAT ending 6\/09\/2025<\/p>\n<p><a href=\"#_ftnref3\" id=\"_ftn3\">[3]<\/a> CGA OPM Craft Keg Ale Volume P9 L12W ending 6\/09\/2025<\/p>\n<p>The post <a href=\"https:\/\/barmagazine.co.uk\/alpacalypse-becomes-second-highest-selling-session-ipa-in-less-than-a-year\/\">Alpacalypse becomes second-highest selling session IPA in less than a year<\/a> appeared first on <a href=\"https:\/\/barmagazine.co.uk\">Bar Magazine<\/a>.<\/p>\n\n","protected":false},"excerpt":{"rendered":"<p>Sales of SALT\u2019s Alpacalypse have surged to make it the UK\u2019s second most popular session IPA after just 10 months on sale[1]. Launched by the Yorkshire craft specialist SALT, in partnership with Molson Coors, in January 2025, the 4.3% ABV IPA has quickly become one of the fastest-growing craft beers in the UK on-trade and [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":344845,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12029],"tags":[167673,15646,167674,7846,14050,629],"dealstore":[],"offerexpiration":[],"class_list":["post-344844","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alcohol","tag-alpacalypse","tag-ipa","tag-secondhighest","tag-selling","tag-session","tag-year"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Alpacalypse becomes second-highest selling session IPA in less than a year - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=344844\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Alpacalypse becomes second-highest selling session IPA in less than a year - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Sales of SALT\u2019s Alpacalypse have surged to make it the UK\u2019s second most popular session IPA after just 10 months on sale[1]. Launched by the Yorkshire craft specialist SALT, in partnership with Molson Coors, in January 2025, the 4.3% ABV IPA has quickly become one of the fastest-growing craft beers in the UK on-trade and [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/fivemor.com\/?p=344844\" \/>\n<meta property=\"og:site_name\" content=\"Som2ny Network\" \/>\n<meta property=\"article:published_time\" content=\"2025-12-15T06:08:51+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/12\/ChrisBethell_alpacalypse_neutral-27-1024x683.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"683\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/fivemor.com\/?p=344844#article\",\"isPartOf\":{\"@id\":\"https:\/\/fivemor.com\/?p=344844\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\/\/fivemor.com\/#\/schema\/person\/b85e3c3dc0e1daea076524dc8810c371\"},\"headline\":\"Alpacalypse becomes second-highest selling session IPA in less than a year\",\"datePublished\":\"2025-12-15T06:08:51+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/fivemor.com\/?p=344844\"},\"wordCount\":462,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/fivemor.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/fivemor.com\/?p=344844#primaryimage\"},\"thumbnailUrl\":\"https:\/\/fivemor.com\/wp-content\/uploads\/2025\/12\/ChrisBethell_alpacalypse_neutral-27-1024x683.jpg\",\"keywords\":[\"Alpacalypse\",\"IPA\",\"secondhighest\",\"Selling\",\"session\",\"Year\"],\"articleSection\":[\"Alcohol\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/fivemor.com\/?p=344844#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/fivemor.com\/?p=344844\",\"url\":\"https:\/\/fivemor.com\/?p=344844\",\"name\":\"Alpacalypse becomes second-highest selling session IPA in less than a year - 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