Younger beer fans driving up sales

Jan 31 2008 By Sue Scott, Evening Gazette

Tesco is planning to roll out the local barrels this year as real ale sales reach new highs, driven, the retailer said, by a younger generation of beer fans.

Last week, Marston's - one of the UK’s biggest pub and beer companies - said its premium ales were the only bright stars in an otherwise flat year, while market analysts TNS reported spending on larger dipped last year by 0.2%, while supermarket sales of real ale rose 6.6%.

Tesco said it was increasing its range to 200 beers, but Nick Stafford, whose Hambleton Ales North of Thirsk bottles on behalf of several Cleveland micro-brewers, said Tesco had been slow to catch on.

"The popular misconception was that real ale drinkers were members of men’s working clubs in mining villages where black and tans were being drunk in a back bar. In fact, they're people who like true quality and they've been drinking it for decades."

Two of his premium bottled ales are being considered for listing in North-east Tesco stores.

And he said he had been pleasantly surprised by the retail giant’s buying policy.

“They haven’t questioned price. In fact, Tesco has been extremely understanding for the sustainability of the business.”