Cricketers Arms: Mid-On

Cricketers Arms: Mid-On

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Cricketers Arms: Mid-On

Cricketers Arms

Earlier this year Asahi Premium Beverages bought the Cricketers Arms Lager brand. It became the basis for an attempt to enter the growing craft beer market. Now they are solidifying their plans with two new beers: an IPA and a midstrength Lager called “Mid-On”€.

The new offerings are aimed at young drinkers who are buying into [craft beer] as a first step so they’€™re not buying into mainstream. Even Australian domestic beers. They are going straight into international and premium. What we are seeing is a consumer led decision about what is really craft beer. That’€™s going to be the greatest challenge that people like my team have to kind of reset our thinking on€.


The Launched Beers

As for the three launch beers, it’s new Lager that’s the pick of the three –€“ not too sweet with a little hop character. Mid-On is as you might expect a commercial midstrength lager to be, while the IPA is designed to be “sessionable and approachable”, with biscuit, caramel and orange citrus aromas and a dry finish.

However, fans of canned beer may be disappointed that we won’™t see the beers in cans, given their facility is more than capable of turning out high volumes of them, and does so for at least one other craft beer brand.

Ellery said he like reading the blurb about the fact that cans seem to be a trendy craft option. He’s mathematically trained so he’€™d like to see the data. They might do it as an experiment but again with Cricketers Arms Lager, their mainstream beer, they wouldn’t be changing the vessel.


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