T&R Theakston has secured listings in 100 M&S stores across the UK for bottles of Old Peculier, with the possibility of going into more stores next year.
The news comes as the brewery has seen demand for its beers continue to grow in both the on- and off-trade. Theakston is in 4.5% value growth in the off-trade against a bottle ale market decline of 6%.
The newest listing means Theakston Old Peculier is now available in all of the UK’s major supermarket chains. It follows the launch of Old Peculier cans into Asda earlier this summer.
Believed to have been first brewed in the early 19th century, Old Peculier is the flagship brand of the family-run company, which has been brewing in Masham for almost 200 years.
It is brewed using a blend of finest pale, crystal, and roasted barley, with two bitter hops, combined with the majestic and noble Fuggle hop. The dark ruby red beer delivers a full-bodied flavour with subtle cherry and rich fruit overtones.
“Theakston Old Peculier is a flagship beer for us and for the town of Masham, with its name a tribute to the unique ecclesiastical status of the town as a ‘Court of the Peculier’, first established in medieval times,” said Simon Theakston, joint managing director of T&R Theakston.
“It’s great to see the continued growth in popularity of Old Peculier, underpinning its status as one of the country’s most well-known and loved ales.
“As a result of this new M&S listing, it’s fantastic to be able say this beautiful brew is now listed in all UK major supermarkets, meaning that fans have the opportunity to enjoy the taste of Old Peculier from both their local pub and within the comfort of their own home.”
