Product Launch - UK: 10 Saints Brewery Co's 10 Saints lager

By | 2 August 2013

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10 Saints Brewery Co's 10 Saints 

Category – Beer, lager aged in rum casks, 4.8% abv 

Available – From this month

Location – Launching in the UK in the independent off-trade and on-trade accounts including London restaurant and private club Quo Vadis, Chelsea Football Club, and London coffee shop Shoreditch Grind

Price – RRP GBP4 (US$6) for a 355ml bottle 

Distribution - Instil Drinks Co 

10 Saints Brewery Company is launching its 10 Saints “premium, aged” lager in the UK. 

The 4.8% abv beer, brewed in Barbados, is aged in rum casks for three months, according to the company. The product is being launched in the UK this month into independent off-trade retailers and selected on-trade accounts. 

Nick Rodgers, manager of Instil Drinks Co, which will distribute the brand in the UK, said: “The taste of 10 Saints from its unique craft ageing will appeal to premium lager drinkers, plus the use of rum barrels really resonates with consumers.” 

10 Saints Brewery company was founded by Glyn Patridge, an entrepreneur from Edinburgh. 

Expert analysis

Beer in the United Kingdom

In 2011 beer sales remained weak due to the ongoing and growing consumer concern about government spending cuts on jobs and incomes, which continues to constrain consumer spending. Total volume sales of beer declined by 5%, a more dramatic decline compared to the previous year and slightly sharper than the review period total volume CAGR. This was due to ongoing beer tax increases in March, with beer seeing excise duty increased two percentage points above the level of inflation at 5%. This tax...

Sectors: Beer & cider, Product launches

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