Brewer Wells & Young’s has launched Mongoose Premium Indian Beer, a lager brewed to an original Indian recipe it developed over 15 years ago.
The brand is the result of a partnership between Wells & Young’s and specialist Indian restaurant wholesaler, Gandhi Oriental Foods.
It has already won two Gold Awards at the Monde Selection Awards 2011.
At 5.0% ABV, Mongoose’s smoothness and soft carbonation make it the perfect match for Indian food, claims the company.
The beer is already available in hundreds of restaurants nationwide, including Michelin starred The Quilon and London’s newest high profile opening, Roti Chai.
Wells & Young’s has launched a Facebook campaign for the beer to drive consumer awareness and exploit sampling opportunities.
Visitors to the Mongoose Facebook page will be able to download a voucher allowing them to redeem a free bottle of Mongoose at selected Indian restaurants. The campaign will start on 19 September 2011.
Chris Lewis, marketing director for Wells & Young’s, said: “Mongoose was born out of our belief there was room in the market for an original Indian recipe beer to challenge the dominance of the two established Indian beer brands, Kingfisher and Cobra.
“Our decision has been vindicated, with first year sales and positive consumer reaction far exceeding our expectations.”