The move is inspired by growth in demand for craft beer. © Tesco
UK supermarket Tesco will significantly increase the range of craft beers offered in its convenience stores over the next week.
The number of craft beers sold in Tesco Express stores will go from two to more than 30, with additional products on shelf from the likes of BrewDog, Innis & Gunn and St Austell Brewery. It follows growth of 130% in demand for craft beers sold through Tesco, the retailer said, which made it ‘the fastest growing drinks trend in the UK’.
Tesco buying manager for beer Peter Bexton said: “Increasingly seen as the drink of choice for both men and women, these thirst-quenching beers are resonating with a new type of discerning younger drinker, looking for a great range of aromas, tastes and artisanal brews.
“We’ve tried to curate a fantastic range for our Express stores, making it even easier for shoppers to find their beer of choice locally, whilst also helping to attract even more converts.
“The new range will include craft beers for all tastes – from the wonderfully refreshing, slightly fruity flavour of the UK’s number one craft beer, BrewDog Punk IPA, to the beautifully malty Brooklyn lager and even the rich Innis & Gunn oak-aged beer.”
James Watt (left) and Martin Dickie – or, as they are now known, Elvis and Elvis – have changed their name in response to a lawsuit.
The Express extended range will also include Elvis Juice, the latest brew from Scottish beer maker BrewDog. The beer has provoked quite a reaction, with Elvis Presley’s estate launching legal action against the Aberdeenshire-based company and its choice of name. BrewDog co-founders James Watt and Martin Dickie have both changed their first names to Elvis by deed poll in response to the action.
Elvis Juice is described as a “zesty American IPA” infused with grapefruit, combining rich, warm bready malt with a pithy citrus kick.
BrewDog previously accepted grapefruits as currency for one day only, offering consumers a free half pint of Elvis Juice in exchange for a single grapefruit, which typically cost around £0.50 in UK supermarkets.
Cold beer delivery
In addition to changes to its craft beer portfolio, Tesco will also trial a chilled beer and cider delivery service – available to Tesco’s online customers in parts of the South East.
Consumers can order chilled beer and cider alongside the rest of their online food delivery, with Tesco’s vans equipped to keep the bottles cool.
Tesco has already launched a pilot scheme covering southeast London, Bromley and Dartford, in Kent, and could roll the service out nationally if it proves a success.
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