St Austell Brewery and Jiddler's Tipple secure 400-store Sainsbury's listing for collaboration IPA
- Guild Secretary
- 3 minutes ago
- 2 min read
23rd July 2026 - St Austell Brewery and North London craft brewer Jiddler's Tipple have secured a nationwide listing in more than 400 Sainsbury's stores for Proper Tipple, a limited-edition collaboration IPA inspired by St Austell Brewery's flagship Proper Job.
The launch brings together the scale and heritage of one of the South West's leading independent brewers with the creativity and modern brewing approach of a fast-growing craft beer brand.
The collaboration was conceived during discussions between St Austell Brewery, Jiddler's Tipple and the Sainsbury's buying team at Brew London, where the idea of reimagining Proper Job first emerged.
Brewed to 5.5% ABV on a backbone of heritage malts, Proper Tipple balances brewing tradition with contemporary innovation. Galaxy, Citra and Nelson Sauvin hops deliver vibrant citrus, grapefruit and gooseberry notes, while a new yeast strain creates a crisp, clean and highly drinkable finish.
While the canned variant was developed for national retail, the partnership extended beyond the supermarket launch. Jacob Liddle travelled to Cornwall to brew a small-batch cask and keg edition of Proper Tipple at St Austell Brewery, which made its debut at London Craft Beer Festival ahead of the national retail rollout.
Georgina Young, Brewing Director at St Austell Brewery, said: "Proper Job is a beer our brewers know inside out, so handing it over to Jacob and seeing what he'd do with it was genuinely exciting. He's brought a completely different perspective - bolder hop character and a real sense of playfulness - while creating a beer that still feels unmistakably Proper Job at its core."
Jacob added: "I've been an avid Proper Job drinker for many years, so I was incredibly excited when the opportunity for a collaboration came along. The idea was born over a beer at Brew London while chatting with the Sainsbury's buying team and St Austell Brewery."
"It's been great to bring together the heritage and classic recipe of Proper Job while adding a modern twist through new-fangled yeast and hop varieties. Nelson Sauvin, Citra and Galaxy have amplified the beer's fruit-forward character, delivering notes of melon, grape, citrus and tropical fruit. It's a Proper Tipple!"
True to Jiddler's Tipple's distinctive brand identity, the cans feature the brewery's signature eclectic design, inspired by Jacob's equally eclectic shirt collection and created to stand out in a crowded craft beer fixture.
Proper Tipple is available now in more than 400 Sainsbury's stores nationwide as part of a 12-week limited-edition listing.
For more information:
Megan Chuter, Head of Communications, St Austell Brewery
Tel: 01726 218920
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