Bargain Booze has partnered with brewer Thwaites to exclusively launch a range of ales in response to ‘huge growth’ in the popularity of craft ales.
The three ales, from the Thwaites ‘Crafty Dan’ range, have previously only been available on draft in selected Thwaites pubs. This marks the first time the range will be available to buy on the high street.
According to figures from specialist on-trade consultancy CGA Strategy, craft ales have seen sales growth in the British on-trade of 79% in the last 12 months, and the retailer says it is launching the range in order to tap into demand in the market.
“The appetite for craft beers in the UK is growing,” said Bargain Booze senior beer and cider buyer Matt Cain.
“This is largely being led by a new generation of consumers who are seeking more flavour from their beers and are keen to try new and individual products.
“We have had a long-standing aim of giving our customers the opportunity to buy craft ales to enjoy at home, and are thrilled to be bringing the Crafty Dan range to the high street.”
330ml bottles of 13 Guns, Triple C and Big Ben from the Thwaites ‘Crafty Dan’ range went in store on the 17 September at an RRP of £1.50.
“We’re delighted to be working in partnership with Bargain Booze to bring their consumers the very finest craft beers. Bargain Booze has an impressive network of off-licences and convenience stores across the UK and we’re keen to work with every franchisee to ensure that the Crafty Dan range is a great success with a wide range of consumers,” said Thwaites managing director Steve Magnall.
“13 Guns, Big Ben and Triple C are all premium ales which have been lovingly and expertly brewed from the highest quality ingredients. Given the huge market growth and interest in the UK for craft beer, they will add real value to the craft ale market.”