Sainsbury’s premium revamp

03 September, 2010

Sainsbury’s has teamed up with several smaller brewers and cider producers in a revamp of its Taste the Difference range.

The new beers and ciders are scheduled to hit the shelves on September 22 and are the result of a collaboration between the chain’s beer technologist, Ciaran Giblin, and individual producers.

Spitfire producer Shepherd Neame will be supplying Kentish Ale (4.5% abv) and Winter Ale (5.2%), while Thatchers cider will also contribute two products: Vintage Cider (6%) and Blackcurrant Cider (4%).

The overhaul will also see the introduction of a 4.6% abv Suffolk Cyder from Aspall, an alcoholic ginger beer at 4% abv from PLB, a 4% abv IPA from Marston’s and a French sparkling cider supplied by Les Celliers Associés, also bottled at 4% abv.

All the new products will be in 50cl bottles with prices ranging from £1.50 to £2.10.

Beer buyer Susanne Wood said: “Our premium ale and cider customers are passionate about the products they buy and we felt it was really important to be able to offer great-tasting premium Sainsbury’s own-brand alternatives.

“These products have been developed with some of the best producers in the country and we really do believe they live up to their Taste the Difference branding.”?There will also be two Czech additions to the core Sainsbury’s own-label range – a lager and a low-alcohol lager, both produced by Staropramen.

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