At 3.5% ABV, Yenda Session is a fuller flavoured lager launching in two formats, 330ml bottles and on tap.
The new variety aims to tap into the ‘craft beer consumer’, a market which is said to have risen between 20-25 per cent from 2014-2017.
Sam Johnstone, Yenda beerologist, said more and more beer drinkers are looking to trade up to something a little better.
“We’ve seen that drive the shift away from traditional mid-strengths towards more contemporary, crafty cues,” he said. “With Yenda Session, we’ve tried to bring that crafty, contemporary edge to the mid-strength category, with a liquid that really delivers when it comes to quality and a fuller flavour. We’re already finding that combination of full flavour and mid-strength is hitting the mark, particularly for those occasions where you’re with your mates watching the rugby.”
Johnstone confirmed that mid-strengths are the second largest segment in beer, and fastest growing at 16 per cent year on year as more consumers shift to more sessional beers.
“Drinking in moderation is a key driver for that, mid-strengths are popular because they can be enjoyed for their lower alcohol and their crisp fresh flavours,” he said. “Unlike most craft brewed mid-strengths, Yenda Session is a lager, making it a refreshing, not too challenging alternative to heavier, more challenging beers. It’s made in a traditional style but with more flavour and premium cues, which is what we think makes it a bit different.”
The new lager debuted at the GABS festivals earlier this year and at Suncorp Stadium last month as the official beer of the Wallabies.