Top beers go on trial in 33cl bottles

17 October, 2008

Tesco is trialling a range of 33cl ales in

a bid to tap into the premium bottled

ale market, despite the economic downturn .

Seven of the UK's most popular beers - including London Pride,

Newcastle Brown Ale and Old Speckled Hen

- will

initially retail

for 99p each.

Tesco buyer Ian Targett said: "If they are popular we will extend the range. Right now the standard size for a bottle of ale is 50cl but not everyone wants to drink that much."

New research from TNS has shown that, for the first time, lager drinkers are switching to premium bottled ales.

It said the UK ale market has grown by 2% to £414 million in the past year.




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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 – which makes it especially galling that we spend so much time divided over it.

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