Refreshing summer ranges

18 May, 2007

Supermarkets and off-licence chains have been revamping their premium bottled ale and cider offerings for summer.

Tesco has added two beers and a cider to its range, chosen from among the winners of the supermarket's beer and cider competitions.

Loddon Premier Gold, from Oxfordshire's family-run Loddon Brewery, will go into 200 stores, while Greene King's Ruddles Rhubarb and Somerset Cider Brandy Company's Burrow Hill Farm Pressed Cider will also be listed.

In an exclusive deal with Waitrose, Theakston has launched Paradise Ale in a bottle - its first seasonal beer to be bottled in more than 10 years. The beer will be listed in 150 stores for six months, at £1.75 for a 50cl bottle.

Waitrose beer buyer Steve Wallace said: "We have seen a rise in the sales of real ales and blond beers and felt Theakston's Paradise Ale fits perfectly, especially in the lead-up to summer."

Majestic has listed Thwaites' new Celebration Pack of 12 mixed ales, including Flying Shuttle, in 135 shops. Buying director Justin Apthorp said: "The mixed 12-pack is a big growth area for us with sales up 58 per cent by value over the last 12 months."

Sainsbury's and Waitrose have listed Innis & Gunn Cask Strength Beer, a 7.7 per cent abv brew that retails at £1.99 per 33cl bottle, and sits alongside Innis & Gun Oak Aged Beer.




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The limitations of Instawines

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