Sales of Camra's 2010 supreme champion beer of Britain have doubled in the past 12 months and are predicted to double again following a national listing with Tesco.
Sales of 4.3% abv pale ale Harvest Pale have risen to £500,000 since it picked up the award last August, and are expected to hit £1m within a year after it rolls out to 430 Tesco stores this month. Harvest Pale has been available in bottles since 2007 and has a "distinct hoppy flavour", according to brewer Castle Rock. Its bottled conditioned beer Elsie Mo will also be available at 260 Tesco stores.
"Tesco has proved to be a willing promoter of quality ales and we're confident this ale will soon become as popular in the off-trade as it is on draught in pubs and bars," said commercial director Colin Wilde.
The winner of this year's supreme champion title was Mighty Oak Brewery's Oscar Wilde.
Sales of 4.3% abv pale ale Harvest Pale have risen to £500,000 since it picked up the award last August, and are expected to hit £1m within a year after it rolls out to 430 Tesco stores this month. Harvest Pale has been available in bottles since 2007 and has a "distinct hoppy flavour", according to brewer Castle Rock. Its bottled conditioned beer Elsie Mo will also be available at 260 Tesco stores.
"Tesco has proved to be a willing promoter of quality ales and we're confident this ale will soon become as popular in the off-trade as it is on draught in pubs and bars," said commercial director Colin Wilde.
The winner of this year's supreme champion title was Mighty Oak Brewery's Oscar Wilde.
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