So, what has this to do with beer?
Beer is beer. There are different types of beer, but they are all beer.
Some people like to group beer into two types; Real Ale and chemical fizzy lager.
Lots of people like chemical fizzy lager, market data confirms this.
Some brewers like to make stuff they call Real Lager, put it into casks and proclaim they are clever for doing so.
Other brewers make mild, yellow beers, put them into casks and give them a name that invariably has "Gold"2 or "Blond"in the name, which are designed to be popular by being something pale, balanced, competently brewed but unchallenging in the flavour department. They appeal to a broad audience and it is a shrewd business move to do so.
Many chemical fizzy lagers are brewed in big breweries where it is important to achieve a short production time. The result has mass appeal, but is barely honest to give the name lager. I have no idea how these beers are actually made, but I have heard tails of relatively warm fermentations and next to no lagering time whatsoever. The main thing is that they are manufactured for mass appeal. Who actually cares if they are genuine lagers? Does it matter?
Then there are stouts, barley wines, dark milds, red ales, IPA's of various colours, various speciality beers and not to leave out the good old faithful hoppy bitter. These are all, at the end of the day, beer, mostly made from a juice we call wort made from hops and barley fermented into a beverage.
We generally, up to now, made beers that have higher hopping, increased coloured malts and otherwise different to what everyone else has done. We like it that way but is hardly a way to gain widespread acceptance.
So, we decided to brew a beer that is slightly less challenging, but doesn't leave behind our core values. We hope that on cask it is enough like a blonde, gold or other "Real lager" type beer to be acceptable to the drinker who likes that sort of thing. We also hope that on keg it will be enough like a "lager" to appeal to those who like a cold fizzy thing.
It's pale, made with lager malt and noble hops. Oh, and it's dry hopped with some special stuff, just to add that little bit of Hardknotty magic.
What is it?
1I personally, don't like doing things by halves, I always prefer a full tickle.
2Apologies to all my brewing friends who do just that, I'm not having a dig, your beer is lovely and sells very well.