The concept
Great beer kicks off with a spark, and for Drift, it had been flickering for a while. Business Manager Justin Palmer sums it up:
"Drift was a product that we have been talking about for a long time. Our range has always had a gap in it. Something sessionable, clear, and easily approachable, has something we have needed for a long time. Drift accomplishes all of that. Beautifully well balanced and very moreish. Refreshing after a long day in the sun. A vocal cord lubricant. Summer smasher. A bonfire banger. Drift is all the above and more."
Drift wasn’t just a new beer idea - it was a solution for us. We wanted something that could sit comfortably alongside our bigger, hop-forward beers while offering a crisp, refreshing alternative.