Cornwall based Sharp’s Brewery today reveals that its flagship beer, Doom Bar (4.3% ABV), is now the number one single bottled ale in terms of value sales in the off-trade. The top spot has been achieved through growing customer demand, with one bottle of Doom Bar now sold every four seconds across the UK.
The announcement follows Doom Bar’s continued success in the on-trade, the UK’s number one cask beer in both volume and value since 2013.
Doom Bar now has the top value rate of sale in the off-trade and also offers a higher premium than competing brands making it a must-stock for retailers. The growing popularity of Doom Bar has also been shown to draw in new customers, with spend from new shoppers to the category much higher than that of rival brands.
Emma Bebbington, General Manager at Sharp’s Brewery, commented: “We are lucky to have an exceptional team, who always strive to ensure the top quality of every beer. We’re excited to be expanding our off-trade reach even further in 2015 and beyond, so we can continue to share our Cornish energy and passion for brewing great beer.
“It is fantastic to see Doom Bar’s continued growth, as this has played a huge role in the success of our business. Doom Bar has always been an on-trade success, so it’s great to see this replicated in the off-trade now too. We’re extremely proud of our flagship beer, as we are our growing portfolio of premium brands.”
Wider portfolio
Sharp’s has also invested in its wider off-trade portfolio, with the introduction of Atlantic (4.5% ABV) and Wolf Rock (4.8% ABV) last year. Since the bottled Atlantic product was launched in September, Sharp’s has sold over 200,000 pints in the off trade. The brewer also has plans to expand off-trade distribution of its latest addition, Wolf Rock, a unique fusion of Red Ale and IPA. The brewery has seen considerable growth across its portfolio, with Sharp’s beers now available in around 6,500 stockists in the UK.
About Sharp’s Brewery Ltd
Founded in 1994, Sharp’s Brewery is a modern brewer of cask conditioned beer based at Rock in Cornwall and has grown rapidly to become the largest brewer of cask beer in the South West and the owner of one of the UK’s fastest growing cask beer brands, Doom Bar.
Sharp’s beer is brewed exclusively using just British malted barley, whole hop flowers, Sharp’s own yeast and Cornish water.
Sharp’s was recently awarded a gold and bronze medal in the 2014 World Beer Awards, as well as receiving 11 medals at the 2014 International Beer Challenge. Attesting to on-trade demand for Sharp’s unique beers, the brewery won best National Cask Ale Brand in the 2014 Publican’s Choice Award for Doom Bar.
The awards come on the back of a successful year for Sharp’s, having achieved three gold and four silver awards in the Taste of the West Awards, Best Drink for Doom Bar in the food Reader Awards 2014 and a bronze award at the 2014 World Beer Cup for Cornish Pilsner.
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