Cains in biggest Asda deal

09 March, 2007

Liverpool brewer Cains has struck its biggest deal yet with Asda - its superstores across the north west will stock the brewery's full 10-strong range.

Cains joint managing director Ajmail Dusanj said the listing justified the brewery's decision to invest in its brands and develop new products to challenge more established beers.

"For Asda to take all 10 products from one brewery is phenomenal and shows that the supermarket is committed to a locally produced food and drink policy," he said.

"Four of the 10 beers on sale are new products introduced by Cains in the past few years, including two lagers, our 2008 Capital of Culture ale and our Raisin Beer. This gives us huge confidence to continue innovating and bringing out new beers. Cains is genuinely challenging preconceptions about regional breweries and showing that it is possible for British beers to fight for shelf space with major retailers if they have quality products."

The deal is part of Asda's move towards stocking local products. Aintree store manager John Quinn said: "It is fantastic to see more locally-produced goods such as Cains on our shelves."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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