The range will include “styles from around the world” including Cheshire Chocolate Porter, Czech Lager, Breton Cider and Belgian Cherry Wheat Beer.
M&S claims the drinks, created with brand agency Brandhouse, “specifically don’t conform to existing category stereotypes, thus encouraging M&S customers to experiment with beers or ciders they may not usually have considered.”
Andrew Bird, category manager of M&S wines, beers and spirits, says it is hoped the beer and cider range will match the “enviable reputation” of its wine selection.
“This project has created a distinctive and eclectic premium range that reflects the diversity and innovation that abounds in the market,” he says.
The launch of the range follows analysis carried out by Brandhouse at the end of last year that led to the creation of the over-arching ‘Discover the world of beer & cider styles at M&S’ strategy.
The agency also created the packaging for the range.