In an exclusive deal with the award-winning brewery, Marks and Spencer is offering Double Hopped Citra IPA in its own distinctive livery for customers to enjoy and new Oakham customers to discover.
The initiative is the latest in a relationship with Peterborough-based Oakham Ales that goes back to 2010 when an approach was made for the company to brew own-label beer for the popular store. The following summer saw a seasonal special created and so a working partnership was forged.
Marks and Spencer launched Citra IPA in 500ml bottles along with 330ml bottles and last year the Citra IPA also went into a can.
This has now been followed by Double Hopped Citra IPA in cans to sell alongside the bottles which already proved popular. The new product was on the shelves for customers at the beginning of this month.
“This is another great way to enjoy an excellent beer in the convenience of a can from one of the biggest names on the high street. We are delighted to be working with Marks and Spencer once again. Cans give a great canvas to show off eye-catching designs and they are now up there with bottles in terms of preserving beer quality,” said Nick Jones, Off Trade and Export Manager at Oakham.
The secret to the great tasting double-hopping? Well, that would be telling - but the company does let slip that there is twice the quantity of Citra hops in the can’s contents. That will go some way to explaining the remarkable huge taste of the beer in every can.
The Oakham brew is one a a number of British craft beers which Marks and Spencer has developed.
“This exciting own-label canned range further demonstrates M&S credentials as an innovator in the craft beer and cider sectors,” said Zeph King, managing director at specialist retailer Real Ale.
“The 33cl can format is growing in popularity with many of our consumers wanting to purchase a chilled product on the move. Our aim is to offer customers the best selection of own-label cans alongside our diverse, branded line-up,” said Marks and Spencer beer buyer Michael Wallis.
Barking Dog Media
We provide a range of media services to help you promote, market and represent you or your organisation, club or business in public.