Tesco Launches Own-Label Bottle-Conditioned Ale
British supermarket chain Tesco has launched its first own-label bottle-conditioned golden ale. The new Tesco Bottle-Conditioned Ale has been brewed by ale brewer Marston's.
The move has been supported by the Campaign for Real Ale (CAMRA). The product features the ‘CAMRA says this is real ale’ logo on its labelling.
Commenting on the new private-label product launch, Tesco ale buyer Chiara Nesbitt said, “Golden ale is having such a dramatic effect on the beer taste of the nation because it combines the [refreshment] of lager with the flavoursome qualities of ale."
Five years ago, Tesco stocked around 15 golden ales, Nesbitt explained, and demand has soared so much recently that the grocery retailer has now doubled its range. "It really is proving to be an entry-point ale for traditional lager drinkers," she said.
“The growing demand is a result of younger, predominantly lager drinkers seeking more flavoursome yet light and refreshing alternatives to lager. Golden ale perfectly fits that profile.
“Perhaps the best example of how popular golden ale has become is that Guinness has now launched its own version,” she concluded.
According to latest data by IRI Worldwide, demand for golden ale has soared by nearly 70 per cent since 2013.
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