Victory Ale secures berth with retailer

Batemans
Batemans

Wainfleet-based Bateman’s Brewery has won a contract to supply almost 15,000 pints of Victory Ale to The Co-operative Food stores.

The ale, named in honour of Lord Nelson’s triumph at the Battle of Trafalgar, is now playing a part in The Co-operative’s move to change the way it sells real ale by offering specially-selected beers from breweries near to its local stores.

Batemans national account manager Nathan Wride described securing the contract as ‘tremendous news’.

He said: “It opens up new markets for us and we have seen an overnight uplift in volumes.

“We are delighted that The Co-operative shares our passion for local real ales and is now stocking our award winning Victory Ale – we pride ourselves on taste and quality and we know this is an approach shared by The Co-operative.”

Research carried out by Co-operative Food suggests the UK has become a nation of ‘real ale’ converts.

Brits were found to be four times more likely to prefer the taste of real ale to mass-produced beers with 71 per cent of drinkers saying it was important to find locally brewed varieties.

The Co-operative’s real ale buyer Joe Turner said: “It’s exciting to collaborate with breweries such as Batemans, and we hope our customers really enjoy the new selection of ales that we now have on offer.

He added: “We are very pleased to add Batemans’ beers to the increasing range of locally produced ales now available in our stores.”