Journal Helps Brew the Taste of Success

Released on 26 September 2008

Tesco to Stock beer produced in the North

Brian Daniel, The Journal, Thursday September 18 2008.

Alnwick India Pale Ale, or IPA for short, is to be stocked at 41 Tesco stores in the region from tomorrow. The chain has agreed to stock the beer in outlets down to the Yorkshire border following an approach from manufacturer Ian Linsley, via Northumbria Larder, in spring of this year.

And Mr Linsley, 48, of Aydon View, Alnwick, says our campaign, which encourages people to eat, buy and use local produce, helped him swing the deal.

Alnwick IPA was on display at the Journal's Taste events at Gibside Hall in April and Linden Hall last month, courtesy of Northumbrian Gifts.

And with Tesco having sponsored both events, Mr Linsley feels the exposure, and that created by several stories about the IPA in The Journal, convinced the store group, and its rival Sainsbury's, to stock his produce.

He said last night: "Without the Taste events I do not think any of the North products would be considered as seriously as they are being considered, so it has certainly made a difference for us.

"They have made the ball roll at a great speed. Both of them combined to make Tesco and Sainsbury's more aware".

Mr Linsley began producing IPA from an old recipe last May. He said getting his beer into Tesco is a "major coup for a small company".

The businessman added: "They dedicated a whole series on the telly to how difficult it is to getting into Tesco. It is extremely flattering to be accepted, it shows the quality of the product."

Mr Linsley has also approached the chain about stocking his Alnwick Rum in its stores in the region and is awaiting a decision in November.

If Tesco agrees to take the rum, it would be on sale in time for the Christmas market and would follow Sainsbury's stocking both the rum and beer.

With considerable inroads into the North East, Mr Linsley's next goal is to crack the nationwide market.

He is also working on plans to bring a brewery back to Alnwick and is in negotiations with Northumberland Estates, with the old Alnwick Brewery having previously supplied the Duke of Northumberland.

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