APRIL FOOL – Goodbye Jarl, hello YARL!
UPDATE: As you may have suspected, this was a wee April Fool’s joke – Jarl isn’t changing any time soon! Thanks for reading.
Fyne Ales is excited to announce today a rebrand and relaunch of our flagship session blonde ale, please join us in welcoming Yarl to our year-round range!
First brewed in 2010 as Jarl, the new-look Yarl remains a celebration of the humble Citra hop – a simple malt bill of pale malt and wheat provides the base to let the citrussy, grassy flavours of the American hops shine in our flagship beer that has established itself as a modern classic over the past 11 years. While the recipe will go unchanged for Yarl, the beer’s name has been tweaked to address a key challenge of the modern beer industry.
“The craft beer market has evolved significantly since 2010, with hundreds of new breweries releasing thousands of new beers each year, all with pretty much the same label featuring abstract artwork and recessive branding,” explains Fyne Ales Marketing Manager, Iain Smith. “Two years of comprehensive market research showed us that many consumers found the choice to be overwhelming, and what they really want is simplicity. With that in mind, we wanted to add more synergy to the brand and take away the biggest barrier to purchase – not knowing how to pronounce it.”
The latest evolution of our flagship ale, originally named after viking lords who roamed across the west of Scotland in the 11th century, will enable it to continue to building on its decade-plus legacy with the change in spelling and new level of consumer understanding expected to significantly boost sales across the UK and beyond with the belief that it will become the world’s #1 best-selling beer in the next 12 months.
“It’s one of those things that comes up at every single meet-the-brewer event – someone will come over and tell me they love our ‘JAR-EL’ and I’ll just smile and nod because honestly it’s not worth correcting them,” shares Head Brewer Malcolm Downie. “So I’m happy I won’t have to do that any more, I suppose.”
Yarl is available on the Fyne Ales online shop now in mini-cask, can and bottle (500ml bottles will be discontinued from May 2021). It will be joined later in 2021 by several new variants of the flagship beer including ‘Yarl2’ (double dry-hopped version), ‘Yarl! Yarl! Yarl!’ (11.5% triple IPA version), Dr Yarl Kennedy (the same beer but with a picture of the Neighbours actor on the label), and finally YARL BOOM (8% Citra dry-hopped pseudo-beer packaged with unfermented grapefruit fruit puree, *STORE COLD*).