Fuller’s launch sweetens organic ale sector

The rapidly expanding organic beer sector is to receive a major boost with the national launch of a bottled ale from London brewer Fuller’s.

Fuller’s Organic Honey Dew, a honey-flavoured ale made with organic English malts and hops, will be sold in 500ml bottles in supermarkets next month.

The beer, which is accredited by the Soil Association, will also be available on cask for a trial period in Fuller’s pubs and UK free houses.

Fuller’s has signed distribution deals with Sainsbury’s, Safeway and Budgens supermarkets.

Fuller’s beer and brands director John Roberts says: “This is our first launch in the organic ale sector and we were determined not to launch a ‘me too’ ale. By using honey in the brew, we are able to offer a distinct organic beer. The organic products sector is really taking off and demand is significantly outstripping supply.”

Until now, organic beer has only been produced by micro breweries and smaller regionals, including Edinburgh’s Caledonian and Samuel Smith of Tadcaster.

The Fuller’s launch will be the biggest in the market so far, and the company is already considering extending its organic range.

One supermarket buyer says: “Having a brewer like Fuller’s on board will add kudos and weight to the sector. It will make a valid contribution.

“The bottled organic sector is tiny at the moment, but the more choice there is the faster it will grow.”


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