Clarity helps restaurant client launch its first craft beer


Image of Sambha IPA by Itihaas. Label, PR and social handled by Birmingham PR agency Clarity Comms

Clarity client Itihaas has crafted a new beer to match its menu of authentic Indian cuisine. Created in partnership with Coventry microbrewery Lion Heart, Sambha IPA is hoppy in flavour, with fruity notes of citrus and pineapple derived from citra hops.

The recipe is a bespoke creation designed to be enjoyed in harmony with the plethora of flavours in Indian cuisine. Mildly sweet, with subtle hints of malt, the ale is to be available exclusively at the Itihaas brasserie in Selfridges Birmingham.

Itihaas wanted to  wanted to challenge perceptions of Indian food and beer by creating an IPA that goes perfectly with the rich and diverse flavours of their authentic menu. With the huge interest in craft beer styles, their character and provenance the restaurant decided to craft its own beer. Itihaas chefs worked alongside Loin Heart’s head brewer to create Sambha.

The beer was launched on 31st May at Selfridges Birmingham where shoppers got the opportunity to sample the beer alongside a range of Indian dishes.

As well as handling the PR and social media for the launch Clarity also oversaw the design of the beer labels inspired by a 1970s Bollywood character.

 

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