Fuller’s Honey Dew
Sticky commuters in London have recently had another piece of advertising added to torment them, as the Fuller’s Brewery in Chiswick are pushing their organic Honey Dew to the capital. Posters have appeared to try and maximise the effect of the hot spell by promoting their 5%abv honey-tinged beer on the travelling public. Made with full compliance of the Soil Association’s organic requirements, Honey Dew is (according to Fuller’s, at least) one of the fastest growing beer brands in the UK, with sales up 35% year on year. They are releasing it in a new four-pack of 330ml bottles – a sure sign of the attempt to jump into the mass market.
But is it any good? We sampled Honey Dew way back in September 2007 as part of our South-East special. One of the key target groups for the beer are female drinkers – a market that real ale brewers have been pursing for years, with mixed levels of success. Our panel that day contained both Ali and Jess, along with Andy – who despite being 100% male would also fit with the target audience as he’s a self-confessed fan of lighter, fruitier beers. Fuller’s are also advertising Honey Dew in magazines such as Heat, OK and Hello – only time will tell as to the effectiveness of the campaign.
From the BeerCast archives – September 16th, 2007…
2. Fuller’s Organic Honeydew (5%abv)
Fuller’s Brewery, Chiswick, London.
500ml glass bottle
The Griffin Brewery has been sited in a leafy corner of Chiswick for over 350yrs. Popular with rowers and boating clubs, the Hounslow location by the Thames is on the site of a late-medieval cheese fair (from which the name Chiswick derives). Fullers – full name ‘Fuller Smith and Turner plc’ are one of London’s success stories, having won the coveted CAMRA Champion beer of Britain award five times in it’s 25 year history. Their flagship brand is London Pride, which is available pretty much everywhere in the south of England. But as part of their range they also produce a summery honey ale, made with full compliance of the Soil Association’s organic requirements. Has all that hard work by the bees paid off…?
What They Say – “A light golden beer, it is a naturally palatable brew, approved by the Soil Association as 100% organic. Served chilled, it is light and refreshing, and has an appeal that reaches out to people who perhaps wouldn’t usually drink beer. It is brewed with English malt and hops and laced with the finest organic honey”. [Fuller’s website]
What We Say…
Andy – It’s light, refreshing, and easy on the tongue 8
Richard – I can’t taste the honey, this is middling 5
Shovels – Doesn’t really taste of much 4
Alison – You get a rather sickly aftertaste 4
Jess – It would make me feel sick if I drank a whole pint of this 4
MrB – I don’t like honey, so I really loathe this one 1
