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10th November 2020

Sainsbury’s Scores a Mikkeller Trifecta

A trifecta of beers from Denmark’s most extraordinary brewery Mikkeller has rolled out in Sainsbury’s stores nationwide.

Launching on-shelf on the 8th November, the new Mikkeller trio includes Side Eyes – a crisp and delicious Pale Ale, American Dream – an extra dry-hopped Indian Pale Lager and Drinkin’ the Sun – an American style wheat ale with just 0.3% of alcohol.

Mikkeller was set up in Copenhagen in 2006 by maths and physics teacher Mikkel Borg Bjergsø, who began by experimenting with hops, malt and yeast at home. Nearly 15 years later, the brewer and his cutting-edge brand is now much-revered within the craft beer industry for its quality, creativity, consistency and distinctive style. Together with 80s music legend Rick Astley, the brand launched its first UK bar in Shoreditch, London, in 2018.

Martyn Railton, MD of Euroboozer, said:

“The Mikkeller following in the UK grows stronger every day with their ingenious brews, absolute quality and on-point branding making it one of the most exciting brands around. It’s great to bring this trio to Sainsbury’s customers ahead a difficult lockdown and with Christmas on the horizon. We’ve gone for some classic Mikkeller beers here. American Dream is such an iconic beer for so many people and with Sainsbury’s, we aim to continue that journey of discovery for many more. Their customers will not be disappointed.”

Jack Banks, Sainsbury’s Buyer for Speciality Beer and BWS Gifting, said:

“It’s a brand I have watched and enjoyed for a while so we’re delighted to have this eclectic and iconic selection on-shelf. This listing has been a lot of work and has been a long time coming but Mikkeller’s reputation, innovative brews and stand-out packaging make them one of the most watched brands in the world so it’s a real coup to have these three crackers in stores ahead of Christmas. We’re over the moon to be working with such a revered brewery and we know our customers are going to love all three of these special Mikkeller beers.”

Mikkeller American Dream 

RSP: £2.50 for a 330ml can

Style: India Pale Lager Extra Dry-hopped

ABV: 4.7%

Description: Crisp India Pale Lager style beer loaded with hops with a malty kick.

Mikkeller Side Eyes 

RSP: £2.50 for a 330ml can

Style: Pale Ale

ABV: 4.4%

Description: A fresh and punchy pale ale with an array of tropical fruit notes.

Mikkeller Drink’in the Sun 

RSP: £2 for a 330ml can

Style: American Wheat Ale

ABV: 0.3%

Description: A bright, fresh and hop-bursting American style Wheat Ale.

About Euroboozer 

Started from the back of an old VW Vento in 2003, Euroboozer was set up by beer lover Martyn Railton, initially importing Austrian brands Stiegl, Schremser and Hirter. The company soon branched out across the Atlantic to bring some of the finest US craft brewers to these shores. Seventeen years on the VW Vento has gone to be replaced with offices and a warehouse in Hertfordshire.

Euroboozer now supplies some of the finest food and beverage establishments in the country and their brands – including Stiegl, Mikkeller, O’Hara’s and BlakStoc are mainstays in almost all of the UK’s best craft beer bars and bottle shops.

For further information, please contact Euroboozer on 01923 263335, visit or follow on Instagram – @euroboozer and twitter @Euroboozer.

Press release from Hungry Communications on behalf of Euroboozer