Published On: Thu, Apr 10th, 2014 at 11:44am

Custard to sweeten up Hiver Beer

Hiver Bottle CMYK 300dpi

In what some might think is an ideal partnership – if you go by names alone, Hiver Beer, a brand new honey-infused craft beer, has appointed specialist hospitality and communications consultancy Custard Communications to build its profile in the on-trade and consumer markets through 2014.

Hiver was founded and launched in September 2013 by Hannah Rhodes, the former senior sales and brand manager at Meantime Brewery and most recently the sales manager at Frobishers Juices, where she was responsible for bringing the brand’s premium juices to the attention of the London on-trade. The inspiration for Hiver came to Hannah following an introduction to urban honey at the 2012 Urban Food Fortnight and a course in beekeeping at the London Honey Company.

As Hannah immersed herself in the story of London’s urban beekeepers, she became fascinated by their symbiotic relationship with the bees and the reflection of urban life seen in the hive. She saw an opportunity to combine quality urban honey and her own experience of the drinks industry with the capital’s love for craft beer, to produce a premium honey product quite different from others on the market. Working with A Head In A Hat Brewery, Hannah developed Hiver.

Hiver is an all-British, all-natural speciality blonde beer made with three different honeys from urban London and rural England. Importantly, the honeys are used during the brew to aid the fermentation and conditioning process, rather than being added afterwards as a flavouring. This process gives the beer a dry finish, ensuring the honey flavour shines through without it being too sweet or cloying.

Petra Clayton, managing director at Custard, said: “We are thrilled to be working with Hiver Beer, helping Hannah to promote this exciting new product to the fast-growing craft beer market. The story of how Hiver was conceived is an inspiration to young brewers and entrepreneurs alike. We look forward to promoting Hiver’s great taste together with Hannah’s approach to using sustainable produce, in particular her insistence on using only the best honey from British bees.”

Commenting on the appointment of Custard Communications, Hannah Rhodes, founder of Hiver Beer, said: “The Custard approach to PR is really refreshing; they’re focused and no-nonsense, cutting straight to key objectives and making suggestions that show their expertise and passion in the field. I feel that I can trust them with the brand, which is incredibly precious to me and I feel confident that they’re ‘on it’. Custard will be an invaluable resource to Hiver this summer and I very much look forward to working with them.”

Hiver Beer pledges to donate 10% of sale profits to pollinator charities and urban space development projects to act as a catalyst for promoting sustainable practice, raising awareness of the important ecological role played by bees.

For more information about Hiver beer and stockists, visit www.hiverbeers.com.

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