UK retailer Waitrose has now launched a private label Indian Pale Ale beer magnum. It is the first supermarket in the UK to do so.
The chain chose to introduce the magnum after noticing an upward trend in the sales of over-sized bottles, an increase of 25% year on year.
The new 2-litre bottle of 'Best of British Beer' branded pale ale is promoted mainly as a gift and a classy way to share a drink on special occasions.
Waitrose had already introduced a range of wines in the ‘magnum’ format, including champagne, prosecco and rosé.
The Indian Pale Ale Magnum measures over six times the volume of an average bottle of ale. The bottle is made with 80% recycled glass and has been fitted with a ‘swing top’ lid, to keep its contents from going flat.
The new beer magnum is available online.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Martha Sparrius. Click subscribe to sign up to ESM: The European Supermarket Magazine
