Vocation Brewery launches Life & Death Session IPA

Vocation Brewery has launched a new Life & Death Session IPA, a 4.2% ABV beer designed to expand its flagship brand's presence in the on-trade market. The new offering aims to maintain the bold, hop-forward profile of the original Life & Death Classic IPA while providing greater sessionability for consumers.

Head of marketing Chris Mitchell stated that the launch represents the brand's first permanent draught extension. The move follows a brewery census conducted by Vocation, which indicated that nearly 70% of drinkers discovered a new favorite beer style in the last year, and 44% of 25–34-year-olds expressed interest in visiting pubs more frequently if distinctive beers were available.

The rollout includes a significant brand investment and a multi-channel marketing campaign starting in the North West before expanding to other regions. To support visibility in pubs and bars, the brewery is providing branded glassware, bar runners, and new tap handles.