Heineken is aiming to appeal to the 13 million adults that are yet to try craft beer with two new beers under the Maltsmiths brand.

Available in 330ml bottles and cans from March, the Maltsmiths range contains a Bavarian pilsner and an American IPA. Both have an ABV of 4.6%.

The beers were developed by two brewers, Alex Brandon-Davies and Sarah Bartels, using equipment at the Caledonian Brewery in Edinburgh, which makes beers like Coast to Coast and Three Hop.

Sam Fielding, craft beer brand unit director for Heineken, said: “Craft beer availability can be an issue and there are a lot of our customer partners who don’t know where to start. We want to work with businesses to help them grow and get started in the category.”

The drinks will help retailers tap into the 89% of craft beer sales that come from lagers & pilsners, IPAs and pale ales.

5 tips to grow craft sales:

  1. Have a range of new and interesting beers in place.

  2. Make sure your range contains lines that appeal to experienced drinkers as well as those new to the category.
  3. Include local beers as well as imported craft beers.
  4. Use PoS to promote your range and make sure it’s visible.
  5. Give shoppers tasting notes and information about the beers on the shelf.