Liverpool brewer Cains clinches national deal with Tesco

Mar 17 2010 by Neil Hodgson, Liverpool Daily Post

CAINS Brewery joint managing director Sudarghara Dusanj is hailing a “breakthrough” supply deal with supermarket giant Tesco.

The UK’s biggest supermarket has stocked product from the Toxteth-based brewer before, but only on a regional basis under its “beer of the month” offering.

But Cains has now managed to secure a UK-wide listing with Tesco for its canned India Pale Ale (IPA) brew.

Mr Dusanj said: “This is a breakthrough for us to get a supply deal right across the country.

“Getting a nationwide listing means thousands of new consumers will get to taste it.”

He said IPA has long been a cask favourite with Cains’ customers but had never been sold in cans before he and joint owner and brother Ajmail decided to launch a take home version.

Mr Dusanj added: “IPA is well loved and it’s great to know that our version will be on dining tables throughout the UK.”

Tesco beer buyer Ian Targett said: “We have a great range of ales in Tesco and are pleased to represent regional producers on a national level, giving customers a great opportunity to see how exciting and diverse ale can be.

“It’s fantastic to work with a regional brewery to give local businesses a UK platform for products.”