Tesco's ale marked out for quality

07 March, 2008

The first alcoholic drink in a UK supermarket to carry the Red Tractor quality assurance mark has launched in Tesco.

Warwickshire-based Purity Brewing Company's 4.8 per cent abv Farmers Harvest Ale in 50cl bottles has been awarded the Red Tractor mark, proving it has been brewed with malt and hops produced to high standards and checked by independent inspections.

Red Tractor is an alliance of farmers, processors, retailers and distributors working together to "maintain and raise production standards".

Tesco's beer buying manager Ian Targett said: "Wherever possible we want our customers to understand where their produce comes from, and the Red Tractor stamp gives them the assurance of this ale's quality."

Tesco has also listed a seasonal spring ale from Cumbrian brewery Jennings. Golden Host comes in 50cl bottles and will retail at £1.69. Marstons, which owns the Jennings brewery, has pledged to donate 10p from every bottle sold to Tesco's charity of the year, which the retailer will match - which means 20p from every bottle sold will go to Marie Curie Cancer Care.

Tesco and East African lager Tusker have raised more than £10,000 for wildlife conservation charity the Tusk Trust, thanks to Tusker donating 5p from every bottle sold to the charity and Tesco matching that amount.

Tesco has also revealed plans to stock five more English and Welsh wines, bringing its total range to 10. The new wines, including a rosť from Hampshire producer Wickham and a sparkling wine from Glyndwr in the Vale of Glamorgan, will be stocked in supermarkets nearest to the vineyards. Tesco has created eight regional buying offices across the UK.




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There's not going to be a campaign for that for much longer

The campaign name There’s A Beer For That may have got cynics like me trying to think of things there wasn’t a beer for, but broadly speaking it was a force for good.

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