Beer in brief

03 October, 2008

Pickled Partridge, Badger's seasonal ale for winter, will be launched in its new bottles in November for three months. Named after a traditional farmer's wife's recipe for partridge braised in ale, Pickled Partridge

(4.6% abv) is a dark beer "with a roasted malt character and a hoppy, slightly spicy linger".

Magners Light

four-packs

are rolling out into 500 Sainsbury's stores from this month. The

cider contains 92 calories per 33cl bottle, with a

four-pack retailing

at £4.49. Brand manager Richard Barnes said: "The partnership extends our reach across the UK, to drive awareness and sales of Magners Light among

our predominantly female consumer base."

Heineken International has introduced 10-second break bumper ads to be screened worldwide on UEFA Champions League match nights. The brewer, now in its fourth year as a sponsor of the competition, said the Great Together campaign aimed to encourage

planning for Champions League match nights.

Brothers Drinks is running an on-pack promotion on

its Pear 4.7%, Strawberry and Festival Edition variants. Prizes range from bungee jumping in New Zealand, ice driving in Sweden and kite surfing in Brazil

to

gadgets such as i Pods.

Warwickshire microbrewer Purity has secured a listing for

Mad Goose in 75 of Tesco's Midlands-based stores. The 5% abv beer is "a zesty, hoppy and full-bodied take on the classic pale ale ".




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