Asda has reported a 47% rise in local beer sales compared with last month as customers “shun glitzy foreign brands”. The fastest rises were from Skinners’ Cornish Knocker, up 346% year-on-year and Easy Rider, which has seen sales rise by 115% at Asda.

“With the festive season nearly upon us, people seem to be reminded of the joys of their home towns and this is reflected in the surge in local beers being bought,” said Terri Saunders from Asda’s local sourcing team. “The trend really kicked off this year with patriotic football supporters snapping up British brands during the World Cup and it seems even the recent cold snap hasn’t dented our passion for regional favourites as sales have taken off even more over the last few weeks”. 

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