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Tesco reports home brew boom

Home brewing is booming, with Tesco reporting sales of beer and winemaking kits up 50% year-on-year.

Youngs, the UK’s leading supplier of home brew kits, has also seen a boom in sales, with national sales up 40%.

According to Youngs, new technology and design means amateur brewers can create their favourite drink at home in half the time it used to take – around two hours, instead of four.

Tesco home brew specialist Wayne Byron said: "People in their 20s and 30s are turning their attention to creating their own tipple, joining the more traditional home brew enthusiasts, who tend to be retired.

"It’s a brilliant way of exploring new flavours – be it a fruity lager or a flowery wine, and it’s great value, too."

Meanwhile, Tesco is changing the focus of its wine buying team to look at product type rather than country of origin, and has recruited two new buyers.

Product development managers and buyers will work in teams to look after own label and UK packaged wines; brands and exclusive brands; and Finest and fine wines.

Claire Lorains, wine category manager, said: “With this structure, Tesco can provide the most cost effective route to our customers, whether they shop in-store, online or over the phone.

“Changing focus away from country and towards product type will enable us to continue our work of providing value at every price point."

Dan Jago, category director for BWS, added: “This change to the way we buy continues our reputation for being both industry leading and customer focused.”

Lucy Shaw, 11.04.2011

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