Tesco Launces Bottle Conditioned Ale

Tesco Golden AleBritish grocer Tesco has launched its first private brand bottle conditioned golden ale. The new Tesco Bottle Conditioned Ale has been brewed by ale brewer Marstons. 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 labeling.

Tesco goldenAccording to Tesco ale buyer Chiara Nesbitt : “Golden ale is having such a dramatic effect on the beer taste of the nation because it combines the refreshingness of lager with the flavorsome qualities of ale.”

Five years ago, Tesco stocked around 15 golden ales, she explained, and demand has soared so much recently that the retailer has now doubled its range. “It really is proving to be an entry point ale for traditional lager drinkers the growing demand is a result of younger, predominantly lager drinkers seeking more flavorsome 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.

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Christopher Durham
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.