Leinenkugel’s new Juicy Peach aims for new drinkers

Leinenkugel’s has long been associated with beers that reward drinkers with a refreshing burst of flavor.

Now the brewery is dipping its toe in the water with its first session sour-style ale, Leinenkugel’s Juicy Peach.

Balancing a hint of sweetness from natural peach juice with subtle tart notes, Juicy Peach is the brand’s first entrant into a flavor trend that’s been outpacing the overall market. 

It will be available year-round, sitting alongside other flavor-forward beers such as Leinenkugel’s Summer Shandy, Leinenkugel’s Berry Weiss and Leinenkugel’s Lemon Haze IPA. 

“Leinenkugel’s is known for its approachable and flavorful beers that appeal to drinkers across the spectrum. Juicy Peach is the latest example of that,” says Crystal Hubert, associate marketing manager for Jacob Leinenkugel Brewing Co. “We’re known for a flavor-forward portfolio, and peach is one flavor we haven’t dabbled in before. This is our first fruited session-sour, and so far, we’ve gotten an extremely positive reaction from drinkers. We think people are really going to love it.”

Light-bodied with a crisp texture, Juicy Peach won’t make drinkers’ mouths pucker. There’s a ripe juicy peach flavor upfront, followed by subtle tartness and lingering notes of peach in the finish. The beer uses Moravian Two Row barley, red wheat and caramel malt, and Leinenkugel’s’ preferred hops, Cluster.

The brewery aims for Juicy Peach, which weighs in at 4.4% alcohol-by-volume and 10 IBU, to bring in new drinkers who appreciate flavor and sessionability but don’t want to be overwhelmed by too much sourness.

Available in six- and 12-packs of cans, Juicy Peach landed on shelves in the Great Lakes region late last month. The beer can also be found nationally in the new Lodge Pack, a variety pack that includes other favorites like Leinenkugel’s Lemon Haze IPA, Leinenkugel’s Summer Shandy and Leinenkugel’s Grapefruit Shandy.

Juicy Peach enters the market as sour ales are growing, outpacing overall beer’s dollar-sales growth by 13%. Last year, the segment grew its dollar sales by more than 10%, representing a fertile area for Leinie’s to play in, Hubert says, citing IRI multi-outlet and convenience store data.

“This is a segment that’s really growing, and brands that are more approachable are outperforming the competition,” she says.

Leinie’s is also relaunching its Session Helles light lager under a new banner: Leinenkugel’s Sunshine Light Lager. The 3.4% ABV Helles-style beer entered the market last year alongside Lemon Haze IPA.

“Leinenkugel’s Sunshine Light Lager is crisp, easy to drink and only 99 calories,” Hubert says. “It’s lighter than most Helles-style beers, and its new look really showcases the type of occasion it’s perfect for. We’re excited to get Sunshine Light Lager and Juicy Peach on shelves, delivering the flavorful styles Leinenkugel’s is known for.”