Fuller's unveils London Pride Unfiltered

Susanna Forbes

Susanna Forbes

24 February 2017

Fuller's iconic London Pride has been joined by a sibling in the shape of London Pride Unfiltered, a 4.1% beer available in keg and can.

Unfiltered uses the same recipe as the original London Pride, with a touch more dry-hopping in the closing stages. The beer is neither filtered nor pasteurised, with the live yeast removed prior to kegging thanks to the recent arrival of a German-engineered centrifuge costing north of £100,000.

With a gently discernible malt base alongside traditional British hop notes and a refreshing, gentle sparkle, head brewer Georgina Young says that using a centrifuge rather than filtering or pasteurising results in 'additional flavour' which gives 'more of the traditional character that you have in the cask beer than in the conventional London Pride keg version’.

Brewing director John Keeling suggests serving Unfiltered around 6°C rather than the 12°C the cask London Pride is dispensed at. Commenting on how the beer evolves as it warms during drinking, Keeling says it becomes ‘more interesting at the bottom of the glass than at the beginning’.

Despite being less than 9% of the total beer market, CGA Research shows that kegged beer (as oppose to kegged lager) has grown by over 50% year on year.

Rather than cannibalising sales of its original London Pride, Fuller’s hope is that this beer will reach both new consumers – they are targeting the younger drinker – and different occasions. ‘I would like to see every four or five star hotel selling it,’ said Keeling.

A limited batch of cans has been produced to celebrate the launch, with the prospect of further consignments down the line.

Fuller’s, customerservices@fullers.co.uk

Related articles

Beer & Cider

Fuller's unveils pilot kit to drive beer innovation

Fuller’s has unveiled a new pilot kit at its Griffin Brewery in Chiswick, London, with the promise that it will be used to experiment and develop new

Beer & Cider

Asahi acquires Fuller's brewing and distribution business for £250m

Asahi Europe, subsidiary of global beverage and food company Asahi Group, has entered into an agreement to purchase the entire beer, cider, soft drink

Beer & Cider

'Ultimately Dark Star is Fuller’s toy', says MD

Dark Star managing director James Cuthbertson says that he expects Fuller’s to act 'in the right way' after yesterday’s buyout – but that 'ultimately

Spirits & Cocktails

Brighton Gin celebrates Pride with limited-edition charity bottling

In seven days’ time, Brighton and Hove will be a sea of rainbow as people travel from far and wide to stand with each other at the UK’s biggest Pride