Brains Black stout hits Tesco shelves

09 July, 2010

Welsh brewer SA Brain has launched a stout into the off-trade following its success in pubs.

Brains Black was released into the on-trade on St David’s Day in March, and, according to the brewer, is already performing “ahead of expectations”.

A spokeswoman said: “Demand is such that we will be launching Brains Black in a can exclusively in Tesco from August. The product will be available in both a 4-pack and 10-can multipack.”?Richard Davies, sales and marketing director at Brains, said: “Research informed us that Welsh consumers want to consume Welsh products. And we found there to be a real passion for an alternative stout among beer drinkers. That gave us the confidence to develop a Brains-branded stout brewed in Wales.

“Our confidence in the product has paid off and it’s been extremely well received. It’s growing faster than we expected and we hope to see that trend continue.

“Brains Black is brewed to deliver the same taste experience you’d expect from a classic stout but is designed to appeal more to Welsh drinkers because of its provenance, which is easily identifiable by the presence of the Celtic cross design.”

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