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20th November 2013

Santa’s Beard lands in Tesco

Santa’s Beard, a Christmas ale brewed by Brains Brewery, will be exclusively available in Tesco supermarkets nationwide over the festive period.

Santa’s Beard will be available in over 250 Tesco supermarkets nationwide in a 500ml amber bottle.
Santa’s Beard is a milk stout brewed with five different malts – pale ale, Munich, crystal, brown and chocolate malts – roasted barley and lactose sugar to create a dark beer with flavours of caramel, burnt toffee and roast coffee.
The recipe was perfected in the Brains Craft Brewery, before being up-scaled to the main Brewery for bottling.
Paul Harvey, Head of Sales, says “We’re delighted to be part of Tesco’s Christmas range with Santa’s Beard, a milk stout. Two years ago we introduced Brains Original Stout into Tesco’s stout range and we hope Santa’s Beard will be just as popular.”
“Christmas is a key period for the Premium Bottled Ale sector, and we think Santa’s Beard is the perfect beer to enjoy over the festive period or to give as a gift.”
Tesco currently stock the Brains range of bottles and cans including Organ Morgan and Jack Black from their Dylan Thomas range and Barry Island IPA and Boilermaker from the Brains Craft Brewery.

Santa’s Beard joins three other Christmas ales from Brains – Fir King Good, Secret Santa and I Sea Santa. Fir King Good is the December seasonal available nationwide, Secret Santa will be a small scale beer brewed in the Craft Brewery with treacle and molasses and I Sea Santa has been brewed for Nicholson’s by Brains in collaboration with beer writer Melissa Cole and the Nicholson’s Cask Masters. I Sea Santa will be available exclusively in Nicholson’s pubs.

Santa’s Beard blends five malts – Pale Ale, Munich, Crystal, Brown and Chocolate malts – with roasted barley to create a dark beer with a rich depth of malty wonderment. With flavours of caramel, burnt toffee and roast coffee balanced by a sweetness from lactose sugars, this is a luxuriously sumptuous sweet milk stout, perfect for Christmas. A great accompaniment to aged cheese or rich, chocolate puddings.
For more information please contact Ffion Jones on 029 2033 4763 or

Attachment: Santa’s Beard 500ml bottle image

Ffion Jones
Assistant Brand Manager
S.A Brain & Co Ltd, The Cardiff Brewery, Crawshay Street, Cardiff. CF10 5DS