Hook Norton, Oxfordshire – Hook Norton Brewery is experiencing a significant surge in popularity and sales following their Hooky Mild’s triumph at the prestigious International Beer Challenge (IBC) 2024. The 2.8% ABV ale was crowned “Best No or Low Alcohol Beer,” a testament to its exceptional quality and flavour profile.

The IBC’s rigorous judging process, involving blind tastings by over 70 esteemed industry experts, solidified Hooky Mild’s win. Judges, including retailers, importers, publicans, brewers, writers, and flavour analysts, praised the beer’s “true to type, no-nonsense, honest Mild” character.

“We are absolutely thrilled with this recognition,” said James Clarke, MD at Hook Norton Brewery. “Hooky Mild has always been a favourite among our local patrons, but this international accolade has introduced it to a much wider audience. The response has been phenomenal.”

Hooky Mild, described as a “dark chestnut” ale with “roasty toasty malt flavours” and “superb dry-hop floral aromas,” has seen a significant uptick in sales both in pubs and retail outlets. The beer’s appeal lies in its ability to deliver a full-bodied, satisfying experience despite its lower alcohol content.

“The demand has been incredible,” said Bethan Dennick at The Pear pub, Hook Norton’s longest-standing pub. “New customers are coming in specifically to try Hooky Mild after reading about its award, or hearing about it from One of the Brewery tour guides. We’ve had to increase our orders to keep up.”

The IBC’s tasting notes highlight the beer’s “dark, ruby” appearance, “roasted barley” aroma, and “soft, dark, fruity” taste. This meticulous description, coupled with the IBC’s reputation for rewarding excellence, has resonated with consumers seeking high-quality low-alcohol options.

“The low and no alcohol market is booming, and consumers are looking for beers that don’t compromise on flavour,” explained an industry analyst. “Hook Norton has clearly hit the mark with Hooky Mild, and this award will undoubtedly solidify its position as a leader in the category.”

The success of Hooky Mild is a significant boost for Hook Norton Brewery, a family-owned business with a rich brewing heritage. The award not only recognises the brewery’s commitment to quality but also highlights the growing demand for flavourful, low-alcohol beers.

As Hook Norton Brewery continues to meet the increasing demand for Hooky Mild, the brewery is also celebrating the positive impact the win has had on the local community, with increased tourism to the brewery itself and its pubs. The little mild that could, has become a big success.