The 4.2% abv ginger-infused ale rolls out in 500ml bottles to Morrisons this week, at an introductory price of £1.50.
The Whitby brewer had previously sold it as a guest ale in pubs and said its popularity had prompted the off-trade launch. "Ginger Beard is a ginger'd beer rather than a full-on ginger beer," said Wychwood senior brand manager Chris Keating. "It is a refreshing, clean beer that gives just a spicy hint of flavour."
The brand will be represented online by the Ginger Beard character. "He will be wreaking havoc via his Twitter and Facebook pages," said Keating.
Ginger Beard is the latest in a list of ginger drinks launched recently that includes Crabbie's Alcoholic Ginger Beer, which is up 249.4% to £23.7m [Nielsen 52w/e 14 May 2011].