Ale and cider blend launches at Tesco
3rd February, 2014 by Lauren Eads
UK-based William Sharvatt has signed a deal to distribute its porter ale and fine cider craft blend at Tesco.
London Velvet will be rolling out at Tesco stores across the south-east of England distributed by independent drinks company Silasu Ltd.
It is also set to launch in kegs at London’s Craft Beer rising event later this month in preparation for the UK’s on-trade.
David Green, founder and managing director of Silasu, said: “Originating from a fundamental respect for British brewing traditions, we wanted to offer today’s consumers something unique, refreshing and, above all, delicious by combining two of the finest of these traditions.
“We are thrilled that Tesco has come on board and very excited about showcasing our new keg at Craft Beer Rising and presence at Casual Dining.
“We look forward to further expansion so that more people can enjoy London Velvet both in and out of the home.”
The 5% beer will be available at an off-trade RRP of £2.50 a bottle.
In the 1890’s William Sharvatt owned a timber yard in the Old Kent Road, London where suppliers from the West Country would arrive with their timber.
This was accompanied by a supply of fine cider which William would mix with the locally brewed Porter Ale making a drink he described as “tasting like pure velvet”, marking the creation of London Velvet.
Today, London Velvet is made from traditionally brewed porter ale and West Country cider.