Tesco launches "real ale" in partnership with Camra
Tesco has teamed up with Marston’s and the Campaign for Real Ale to launch a bottle-conditioned golden ale.
Stores across the UK will have shelf-edge stripping in the beer aisle that features the “Camra says this is real ale” logo.
Beer buying manager Chiara Nesbitt said: “Tesco has been in discussion with Camra for some time, and so we are delighted to be the first supermarket to launch an own-label ale as part of Camra’s ‘Real Ale in a bottle’ initiative.
“We have selected the golden ale as the pioneer for of our own-label bottled conditioned products as it is one of the most popular styles with customers. The bottles hit the shelves next week, and I look forward to hearing some feedback.”
Tom Stainer, head of communications at Camra, added: “The Campaign for Real Ale believes in choice for beer drinkers and it is fantastic that Tesco is ensuring shoppers have an additional Real Ale in a Bottle available to them. Bottle conditioned beer is the closest drinkers can get to real cask ale from a pub - it's a fantastic natural, living product and we're delighted Tesco has chosen to help educate customers further about the delights drinkers can discover from Real Ale in a Bottle.”
Danielle Jack, product development manager for beer at Tesco, said: “With the current popularity of craft beer and number of experimental beers on the market, now is the perfect time to be launching the Tesco Bottle Conditioned Golden Ale.
“The ale harks back to our British brewing heritage, with a focus on quality and flavour closest to that of cask ale. Real ales are naturally carbonated by the yeast which then remains in the bottle after fermentation, further intensifying flavours as it matures in the bottle.
“Customers will have to adapt their pouring technique to keep the yeast in the bottle and out of their glasses - but it’s not a lot to ask for the rewards in flavour.”
The golden ale retails at £1.99 for a 50cl bottle.