When all the supermarkets are doing 3 huge crates of fizzy pop beer for £16 or £20 at least most make an effort over Christmas to promote traditional British bottled ale.
Waitrose has a fantastic selection, Majestic has beers from Rebellion, Loddon and Tring and Asda and Morrisons make a reasonable effort. Bigger Tesco’s, such as the two Extras in Aylesbury, also have some great beer, such as the Finest ‘Double’ IPA (see previous post). Even the modestly sized Tesco in Princes Risborough has three or four metres of shelving of bottled British beer, including some local breweries.
But Sainsbury’s, at least the Aylesbury branch, has a pathetic offering — see photo below. This is quite a large branch, albeit a town centre one and there’s a long aisle of wine, spirits and other beers (of the crateloaded discount variety). But only two rather pathetically chosen shelves of British traditional beer are on offer — and all below knee level where most people might not even look.
And look at the diversity: Newcastle Brown, plus Fullers, Hall and Woodhouse (available in almost every supermarket), Greene King Abbot, Marston’s Pedigree and Hobgoblin, Young’s and Wells Bombardier and Courage Directors (whoever brews that these days). At least they were selling them at 3 for £4 — maybe ale drinking doesn’t fit with the pukka Jamie Oliver cheeky chappie image. No doubt he’s guzzling champagne on all his book sales but I reckon Sainsbury’s probably pose him with something like a bottle of inoffensive, profitable Peroni.
