Sainsbury's in beer and cider rethink

23 March, 2007

Sainsbury's has rejigged its beer and cider fixture to give more room to cider and flavoured ciders, as well as boosting space for premium bottled ales, world and speciality beers.

Beer buyer Chris Craig said: "We are going to look to drive the growth areas and put more emphasis on those - both certain growth brands and growth category segments, such as world beers, speciality beers, premium bottled ales and cider."

The new look brings with it a number of launches - Sainsbury's will be first to market with Wells & Young's St George's Day ales Burning Gold and Satanic Mills (see above), and Suffolk cidermaker Aspall's has produced an exclusive cider with a shot of blackberry liqueur, Peronelle's Blush, for the store.

Sainsbury's has also launched an own-label cider designed to be poured over ice.

"Our key focus will be on ensuring our products are available to our customers and that we offer a good range of products across the various sub-segments and brands," said Craig.

"There is a big focus around our growth areas, a great range of products and great deals for our customers that encourage them to cross-shop and also encourage trial. Encouraging people to try across the range, try different brands and different products, is vital for the future growth of the category. The more people we can get into these new and emerging segments - PBA, speciality beers - the better."

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