Tesco Serves Up Revisionists Craft Beer


British retailer Tesco joined forces with Marston’s Brewers to launch their ‘Revisionist’ craft beer range exclusively in the retailer’s stores. With package design created by British design firm R Design the line speaks directly to the contemporary craft beer movement.

The bottled beers include Hefeweizen Wheat Beer, Belgian Saison Beer, California Steam Beer, Dark India Pale Ale, American Hop Rye Pale Ale, Craft Lager and Pacific Hop Red Ale. Revisionist beers are the result of master brewer’s having free reign to ‘revise’ their favorite brewing recipes using contemporary techniques and ingredients to create truly unique and distinctive beers.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.