Top beers go on trial in 33cl bottles

17 October, 2008

Tesco is trialling a range of 33cl ales in

a bid to tap into the premium bottled

ale market, despite the economic downturn .

Seven of the UK's most popular beers - including London Pride,

Newcastle Brown Ale and Old Speckled Hen

- will

initially retail

for 99p each.

Tesco buyer Ian Targett said: "If they are popular we will extend the range. Right now the standard size for a bottle of ale isá50cl but not everyone wants to drink that much."

New research from TNS has shown that, for the first time, lager drinkers are switching to premium bottled ales.

It said the UK ale market has grown by 2% to ú414 million in the past year.




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Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

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