Craft beer specialist Real Ale has been instrumental in developing M&S’ new international range, extending the retailer’s regional own-label and branded can line-up as well as introducing its own-label canned Christmas gift packs.
The latest introductions mean that M&S’ international range now includes brands from revered breweries from the USA, Denmark and Norway including: Mikkeller (Denmark), Ska Brewing (USA), Six Points Brewery (USA), Bear Republic (USA), Amundsen Bryggeri (Norway), Aegir (Norway) and Hardywood (USA),
Real Ale has also worked to extend the retailer’s regional brands from smaller breweries such as, Moor Beer, Brick Brewery and North Brewing. Real Ale has also supported M&S for the launch of its branded six-can multi-packs: ‘Laid Back’, ‘American Pale Ale’ and ‘Double Hopped Citra IPA’. M&S is also launching a twelve, 330ml canned ’Twelve beers of Christmas’ box, which includes brands brewed by smaller breweries such as, Arbor, Harbour, Hogs Back and Wimbledon.
Real Ale collaborated with Mikkeller’s exclusive UK agent, Euroboozer, to source four brands from Denmark-based, Mikkeller, which will initially be sold exclusively through M&S.
Zeph King, Managing Director, Real Ale said:
“The new international range of beers represents the crème de la crème in the sector. We are incredibly proud to be working with an innovative retailer that is adventurous and willing to offer its customers amazing quality beers that are not usually found on the high street.
“For example, the new M&S’ canned Christmas gift pack, includes a range of flavours and styles from some smaller less well-known brands, as well as popular British regional breweries. This illustrates M&S’ commitment to give its customers access to unusual, often hard-to-source, products at an affordable price. It also represents a fantastic commercial boost for the smaller breweries that have been selected.”
Michael Wallis, Beer Buyer for M&S said: “Our own-label 330ml canned range, launched earlier this year, has proved extremely popular with our customers. The introduction of our various ‘style’ and Christmas pack is a natural extension. The development of our international range from such cutting-edge breweries will complement our diverse British branded and own-label line-ups, offering our customers the finest range of beers that can easily be purchased from their local high street.”
For the past 11 years, Real Ale has been an official supplier agent to M&S helping the multi-national retailer source products from smaller craft and regional producers nationally and internationally. Real Ale’s technical team works closely with individual craft producers advising on ingredients, tasting notes production, as well as new product selection.
The Real Ale team recently accompanied M&S to the USA to research off-trade trends and visit a selection of breweries. The company ensures that all breweries are operating to M&S standards for food safety, hygiene and quality, and have robust due diligence systems in place. Real Ale supplies over 200 branded and own-label products to the retailer.
The new ranges will be nationally in-store from mid-September 2018.
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