London brewer Fuller's is encouraging consumers to think bigger by introducing four packs of its flagship brand London Pride.
The £5.99 packs go on sale at Sainsbury and Safeway from next week, Waitrose is taking them on from August and Somerfield has lined them up for pre-Christmas. Brands marketing manager David Spencer said: "The four-pack offers an excellent encouragement for consumers to trade up from single to multipack purchases. They will help keep up the healthy growth we are seeing in the sector.
"In the 12 months to April, its volume sales in the multiples grew 27% [ACNielsen]."