Beer in brief

03 October, 2008

Pickled Partridge, Badger's seasonal ale for winter, will be launched in its new bottles in November for three months. Named after a traditional farmer's wife's recipe for partridge braised in ale, Pickled Partridge

(4.6% abv) is a dark beer "with a roasted malt character and a hoppy, slightly spicy linger".

Magners Light

four-packs

are rolling out into 500 Sainsbury's stores from this month. The

cider contains 92 calories per 33cl bottle, with a

four-pack retailing

at 4.49. Brand manager Richard Barnes said: "The partnership extends our reach across the UK, to drive awareness and sales of Magners Light among

our predominantly female consumer base."

Heineken International has introduced 10-second break bumper ads to be screened worldwide on UEFA Champions League match nights. The brewer, now in its fourth year as a sponsor of the competition, said the Great Together campaign aimed to encourage

planning for Champions League match nights.

Brothers Drinks is running an on-pack promotion on

its Pear 4.7%, Strawberry and Festival Edition variants. Prizes range from bungee jumping in New Zealand, ice driving in Sweden and kite surfing in Brazil

to

gadgets such as i Pods.

Warwickshire microbrewer Purity has secured a listing for

Mad Goose in 75 of Tesco's Midlands-based stores. The 5% abv beer is "a zesty, hoppy and full-bodied take on the classic pale ale ".




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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