Housewares Business-to-business magazine for housewares retailers and their suppliers
Billed by Waitrose as supermarket first, the grocery chain has launched a beer magnum.
Just in time for Valentine’s Day on Tuesday (February 14) and the Rugby Six Nations Championship this weekend (Saturday February 11 and Sunday February 12), the IPA Best of British Beer Magnum is over six times the size of an average bottle of ale. It features a swing top lid to seal the bottle, to prevent the contents going flat.
The grocer said: ‘‘It makes the perfect symbol of generosity for the host of a party, a centrepiece at a gathering with friends, or the perfect present for any ale lover.
‘The beer can be kept to drink on a number of occasions and much like its oversized wine and fizz counterparts, will taste just as good with age.
‘The light, hoppy golden ale gives an aromatic, pine aroma with a light, crisp, floral finish, and is made using 80% recycled glass, so is certainly not about style over substance.’
The magnum is available from Waitrosegifts.com at £22.
The popularity of magnums is on the rise, with Waitrose seeing sales of the bumper bottles soar by 25% year-on-year.
Due to the increase in demand for show-stopping sizes, Waitrose has introduced an array of colossal drinks containers in recent years.
First came the traditional magnum of Champagne; then hot on its heels were supersized bottles of Prosecco and pink-hued rosé.
