Masham-based T&R Theakston has announced that its best-selling cask ale, Theakston Best Bitter, will now be available in cans.
Photograph: T&R Theakston
It’s the first time in a generation that Best Bitter has been available in a can. The brewery made the choice to invest in new packaging formats to meet consumer demand, following an increase in both off-trade and direct-to-consumer (D2C)online sales during lockdown.
Launching on Saturday, May 1st, the 440ml cans will be sold as a pack of four. Theakston Best Bitter has a confirmed listing in Morrisons stores across Yorkshire, and with specialist wholesaler Filshill, with more outlets expected in due course.
The latest launch follows Theakston’s decision to make its famous Old Peculier ale available in cans to UK consumers in the off-trade in April 2020. The success of this decision, exceeding commercial sales volume expectations, prompted the brewery to also introduce Best Bitter in cans.
Both the Best Bitter and Old Peculier cans were awarded a silver medal at the 2021 London Beer Competition last month.
Simon Theakston, joint managing director at T&R Theakston, said: “Our approach as a business is to be forward thinking, whilst also being respectful of preserving traditional methods to brew premium quality, distinctive ales.
“During the closure of pubs, we looked to develop our sales channels and increase our off-trade and D2C sales, and the re-introduction of Best Bitter cans is the latest development in that strategy. We also know that our consumer base is also becoming increasingly conscious of sustainability, so our recyclable cans reflect this growing interest in the environmental benefits of canned drinks.”
He added: “Theakston’s have always been passionate about brewing beers of distinction and, following the successful reception of the Old Peculier cans, we felt that the time was right to introduce another of our bestselling beers in can form.
“We anticipate that new consumer habits for in-home drinking will continue to drive strong sales for the remainder of 2021, so we’re very pleased to give our customers more choice, allowing them to enjoy their favourite beer outside of the pub without compromising on quality.”
