Matthew Clark takes gains in premium beer and cider to summer festival

By Jo Gilbert

Published: 05 July, 2016

Matthew Clark is taking its premium beers and ciders to the Hyde Park British Summertime Festival tomorrow, following a surge in demand for global craft beers and ciders.

The Conviviality subsidiary will be bringing a bumper offering to its Boutique Beers event on July 6, with 200 premium products including premium beers, ciders and 'Hoptails' - beer cocktails in collaboration with Pernod Ricard.

The decision to take Boutique Beers to the festival setting follows a recent surge in demand for global craft beers and ciders at Matthew Clark, as reflected by booming sales in speciality draught lager, with sales up nearly 70% on last year and sales of speciality packaged lager up 40% (Matthew Clark MAT May 2016).

Sales of premium packaged cider are also up 6.2% (Matthew Clark MAT May 2016) with customers increasingly looking for new and innovative products when selecting beers and ciders.

New listings from Devon cider-makers Sandford Orchards highlight Matthew Clark's growing investment in premium and heritage cider.

At the festival, Matthew Clark will be showcasing a range of new beer listings too, such as London born-and-brewed By The Horns and ales from Colorado's Crazy Mountain.

Justin Wylde, category manager for beer, cider and softs, said: "We're delighted to be taking part in British Summertime and look forward to introducing 18 beers and 25 ciders which have recently been added to the portfolio.

"For the first time ever, in addition to the tents, BrewDog, Meantime and Pilsner Urquell will also be present, sharing their beers from trucks."

Matthew Clark's partner bar and events company Peppermint will also be providing all drinks solutions throughout the 10-day consumer event, which runs until July 10.

Matthew Clark's Boutique Beers Festival, will run from 3 to 9pm on July 6, where visitors can taste a range of over 200 premium products and meet the people behind the bottles, cans and kegs.

Printer friendly version