Beer aisles have a new golden boy

15 June, 2015

Tesco has doubled its range of golden ales in what it called the “biggest stir in the beer industry since the arrival of lager in the mid-1960s”.

Though the sub-category has been recognised by much of the industry for several decades, it has recently seen a surge in demand, according to Tesco.

IRI data crunched in April shows golden ale sales have soared by 70% since 2013 and brands such as Guinness and Hobgoblin have both brought out variants in recent months.

Tesco has launched its first own-label bottle-conditioned golden ale in a move supported by the Campaign for Real Ale.

Ale buyer Chiara Nesbitt said: “Golden ale is having such a dramatic effect on the beer taste of the nation because it combines the refreshingness of lager with the flavoursome qualities of ale.

“Five years ago we stocked about 15 golden ales but demand has soared so much recently that we doubled our range. It really is proving to be an entry point ale for traditional lager drinkers.

“Perhaps the best example of how popular golden ale has become is that Guinness has launched its own version.”

The golden ale opportunity has also been recognised by Lidl, which has brought in 48 regional ales. The in-store concept is being promoted by Alex James, celebrity foodie and bass player with Blur.

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