Cains Finest Lager impresses Sainsbury's

June 28, 2006: Sainsbury’s is "trying something new" by becoming the first national supermarket chain to list Cains Finest Lager. This is a major milestone in Cains’ bid to roll out the brew across the UK.

Cains' joint managing director, Sudarghara Dusanj, said: “This is another great endorsement for the quality and taste of our British-born lager. Increasing take-home sales is a big part of our strategy for growing our brand and this backing from Sainsbury’s is a major boost.

"There is a great market for regionally brewed beer - especially lager. Lager sales make up 70 per cent of the beer market of the UK. Ten years ago, it was 50 per cent. We’re one of the only independent brewers that has the ambition to create a top 10 lager brand from scratch and with recent success in securing national on- and off-trade listings, we’re happy with its initial progress. "

Cains' listing with Sainsbury’s comes on the back of a recent deal with pub giant Mitchells & Butler, which is making Cains Finest Lager available in almost 100 of its top ‘connoisseur’ outlets.

And leading style magazine GQ recently placed the lager second in a list of the top 100 coolest things in the world today.

Ben Wheeley, category beer buyer for Sainsbury's, said: “We’re always looking for new products to bring to our customers. The team at Cains impressed us with their passion for brewing great-tasting beer and their Finest Lager already comes with great credentials.”