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Wednesday 16 April 2014

Real ale flying in run up to Christmas

23rd December, 2013 by Lucy Shaw

Sales of real ale are flying in the UK in the run up to Christmas, with Tesco alone selling 1.5 million bottles last week.

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As reported by the Daily Mail, real ale is enjoying record sales this month, with Tesco reporting its highest ever sales over a seven-day period last week.

The supermarket has upped its real ale offering in recent years and now sells 350 different lines across its stores, with brands like Old Speckled Hen, Theakstons Old Peculiar and Fullers London Pride leading the sales charge.

The  real ale boom in the UK can be in part put down to an increasing awareness of its ability to pair well with a variety of different foods.

The Campaign For Real Ale has also played its part in helping to increase sales of the drink, with demand for real ale highest among younger consumers.

“Sales of bottled ales have been growing steadily since the mid-noughties but this is by far the highest demand we have ever seen in Christmas week,” Tesco’s ale buyer Chiara Nesbitt told the Daily Mail.

‘There has never been a more exciting time to drink beer as the last few years have seen an explosion of small brewers producing beers made with locally available ingredients.

“Brewers are increasingly producing exciting new products with connoisseurship in ale rivalling that in wine. With demand growing at its present rate we believe that it won’t be long before restaurants offer up ale lists with their food menus and cheese courses,” she added.

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