Bass set to roll out Mojo energy lager after student trial

Bass Brewers is to roll out Mojo, the UK's first energy lager, nationally following trials in student bars.

The bottled lager, which contains caffeine, guarana and damiana, obtained listings at student union bars across the country following a series of taste tests earlier this year. The national roll-out was launched last month.

Mojo, which has 5% ABV, aims to capitalise on the success of non-alcoholic energy drinks, said Bass spokeswoman Cheryl Finch. "Mojo contains the same type of ingredients as drinks such as Red Bull, she said.

Finch said Bass had taken all the legal steps required to launch the brand and "learned many lessons from the launch of Red, which we have applied to Mojo. We are confident that Mojo meets all the necessary requirements".

Bass changed the label on its Red pre-mixed spirit drink soon after launch, when alcohol watchdog The Portman Group ruled that use of the word 'invigorating' was misleading.

The national roll-out of Mojo will be supported by a trade press campaign, venue branding and sampling events.


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