Tesco reinvents classic beers for new range

13 February, 2014

Tesco is launching an exclusive range of beers after giving the five regional brew-masters at Marston’s free reign to create experimental brews for the retailer.

The brewers were told to reinterpret their favourite beer styles by giving them “a modern twist”.

The seven best now make up a new range called Revisionist at Tesco, which won Multiple Beer Retailer of the Year at the Drinks Retailing Awards this month.

Chiara Nesbitt, Beer Buyer at Tesco commented: “At Tesco we have seen a great performance from our selection of craft ale selection. The addition of these new beers will reinvigorate the range and provide customers with increasing opportunity for experimentation and discovery within the category. 

“The packaging is really eye-catching and will certainly help the bottles to stand out on the shelf when the beers go into stores at the end of February. ”

The range includes continental beers such as a Belgian saison and a German wheat beer, along with exotic brews such as American rye pale ale and a South Pacific red ale.

Danielle Jack, technical and development manager for beers and spirits at Tesco added: “The new Revisionist range is a really eclectic selection of high quality craft beers and with seven available in the range, there really should be something for everyone.

“The beers are cold conditioned using interesting hop varieties from around the world creating classic style beers with a modern twist and bags of personality. My personal favourite is the Dark IPA – a deceptively dark beer with a refreshingly tropical fruit flavour.”

The beers hit shelves on February 24 and retail at £1.79 for a 50cl bottle.

Arriving in stores nationwide from 24th February, the seven new beers are available for £1.79 (500ml). 

The beers will be available to taste at the Craft Beer Rising festival on February 21.




Bookmark this


Site Search

COMMENT

Donald Trump: the US has much to learn from history

The reasons Donald Trump should not be left in charge of a shopping trolley, let alone the keys to the White House, are plentiful and well-documented – from his use of the word “bigly” and lamentable business legacy to his dubious post-modern feminist principles, quite astonishing lack of political acumen and, most worrying of all, his bewildering hair. 

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter