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A golden age for Shropshire’s brewers
The past 12 months has seen a surge in the sales of light-coloured ales as drinkers turn away from the bland lagers of the international giants, and the plethora of small independent breweries in the county have been reaping the rewards.
Retail analyst Nielsen reports that sales of golden ale have soared by 26 per cent in the past year across all retailers, while sales of lager fell by three per cent over the same period.
Joule’s Brewery opened in Market Drayton five years ago with the specific purpose of reviving the once world-famous Joule’s Pale Ale which was originally brewed by monks at Stone Priory across the county border in Staffordshire.
Marketing co-ordinator for the brewery, Trudie(COR) Meredith, said that sales of light beers were around 30 per cent up on last year. And to capture a greater share of the growing market the company has recently introduced a new American pale ale, called Buffalo. Mrs Meredith says she is not surprised by the figures, saying she has noticed a growing trend that people are turning away from “mainstream lagers”.
“I think there is an interest among the younger generation, I think they are becoming more sophisticated and interested in beer styles, I think the trend is moving away from the mainstream lagers,” she says…
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