Just when you think there isn't a niche left to exploit in the burgeoning craft-beer movement, up pops a brand that proves you wrong and demands a tasting.
That beer is Green & Pleasant, which differs from its craft counterparts by being a lager, not an ale. It's only 4 per cent ABV, rather than the 5, 6, or even 7 per cent ABV of most heavier ales.
Founders Fleur Emery and Jamie Anley used crowdfunding to get the lager into production at the Freedom Brewery, in Burton-on-Trent, which has been Britain's brewing HQ for generations because of the area's natural spring water.
"The water here is the perfect PH to brew with, and comes straight out of the pipes. We leave our lager for three weeks so it carbonates naturally rather than adding gas," says Emery, who has form in launching food brands after she successfully started a porridge company from her own kitchen.
Now the pair want to offer 10 lucky Independent on Sunday readers the chance to try a case for themselves and find out why Green & Pleasant is the best-selling beer at London's Ritz hotel.
Emery says adding honey – supplied by a Yorkshire beekeeper – "gives the crisp lager a soft finish". Its fresh, light flavour – and that of the 2.5 per cent ABV lemon shandy – made with the lager, organic lemon cordial and spring water – means it is as popular with female as well male drinkers and, above all, anyone who cares about a product's provenance.
"We're passionate about UK heritage craft and there is a strong sense of Englishness about our beer," Emery adds.
Emery and Anley raised £123,000 from just six investors via Crowdcube, a funding website, to start their company two years ago.
Freedom has since become a stakeholder, making their relationship more than just a contract-brewing one.
Next month, the online retailer Ocado is to start stocking Green & Pleasant so IoS readers will have the chance to get in ahead of the crowd.
To be in with a chance of winning one of the 10 cases of either lager or shandy, email firstname.lastname@example.org with the answer to the following question:
"What is the name of the great English anthem which contains the phrase "green and pleasant"?Reuse content