Key Summary
- Supermalt brand has an authentic, close connection to Afro-Caribbean culture
- A light bodied, easy-to-drink stout with subtle roasted caramel and chocolate flavours
- Available now to c-channel through leading wholesalers
Supermalt, the UK’s leading malt drink brand with 74 per cent market share, has announced the launch of its first-ever alcoholic beverage – a 7.7 per cent ABV Stout, marking its debut in the Beers, Wines & Spirits (BWS) category. The new stout is available to the convenience and independent channel through leading wholesalers including Booker, Dhamecha, Wanis, Hollands Bazaar and East End Wholesale and comes in a 4 x 330ml glass bottle multipack, with an RRP of £8.
Building on the heritage of the Supermalt brand, and its authentic, close connection to Afro-Caribbean culture, the Stout is aimed at consumers who love Supermalt but for when the occasion calls for a stronger drink. At a time when the stout category is booming, Supermalt is proud to introduce an exciting new offering – crafted in response to consumer research – designed to create new drinking occasions for Supermalt fans as well as something different for stout enthusiasts to enjoy.
Supermalt Stout is a light bodied, easy-to-drink stout, with subtle roasted caramel and chocolate flavours, sweet toasted notes, and an oaky, malted barley aroma. Offering a smooth finish, balanced between sweet and dry with delicate bitter undertones, the Stout is made with water, barley malt, glucose syrup, maize and hops. Different from the original Supermalt trademark, brown bottle, the Stout’s glass bottle is dark green with a label featuring a bold and contemporary design alongside the familiar Supermalt logo.
The stout category is experiencing exceptional growth and diversification, creating an opportune moment for the launch of Supermalt Stout. Though overall beer, wine and spirits sales fell by 1.6 per cent in 2024, demand for stout in supermarkets rose by 13 per cent (The Guardian, 2025). With younger and more female drinkers joining the consumer base, leading to new stout drinking culture and conventions, Supermalt offers a sense of unexpected newness and excitement in this adjacent category.
Supermalt’s heritage is deeply rooted in Afro-Caribbean culture creating a unique affinity to this community and a compelling alternative angle to the broader stout market. The brand also spans generations, resonating with the young and the old. With this new product launch, Supermalt aims to create a stout brand that reflects and embraces this culture and community at both ends of the stout consumer age range.
"Bringing people together has always been at the heart of Supermalt – from big family parties to joyful extended gatherings,” said Marketing Manager Lindsay Brown. “Now, with the introduction of Supermalt Stout, that unifying spirit is stronger than ever. Our bold new stout is crafted to unlock more connection and add even more joy to the moments that matter. The launch will be supported with a dedicated 360 'How We Stout' marketing campaign including a launch event, PR, social media, influencer marketing and more."