The iconic Double Dragon Ale has secured the first national listing for the Felinfoel Brewery following a new contract with the Co-op.
Sales of Double Dragon Ale have taken off after being introduced into around 80 Co-op food stores last November.
The latest Co-op contract coup will see the award-winning deep copper red ale listed in almost 160 of the community retailer’s stores across Wales from next month.
The brewery, which was established in 1878 in the small fishing village of Felinfoel, anticipates that the increase in outlets could lead to its award-winning ale exceeding 50,000 pints in annual sales.
Jamie Owen, commercial manager at Felinfoel Brewery, said: “Double Dragon is our flagship ale, known as The National Ale of Wales, and we are delighted at how well received it has been by the Co-op’s customers.
“The beer is known the world over and to reach more of our Welsh communities is a great opportunity to build brand awareness and open up new markets in communities across Wales.
“Doing business with the Co-op is a great fit with our values – we pride ourselves on taste and quality and we know that this is an approach shared by the Co-op.”
The new deal comes as the Co-op commits to doubling the number of its local suppliers – introducing a small business charter to support and champion business and break down many of the traditional barriers that smaller businesses can encounter when supplying larger retailers.
Jake Woods, beer buyer for the Co-op, said: “We are delighted to extend the reach of Double Dragon across Wales, it is an iconic ale which has proved very popular with our members and customers – ale is an exciting category with opportunity for continued sustained growth.”
Simon Dryell, ranging manager for the Co-op in Wales, added: “As a community retailer, the Co-op is committed to championing Welsh food and drink, these are prized products, world-renowned, and we are delighted to give them pride of place in our stores.
“Food provenance really matters to our customers - we are committed to investing in the Welsh economy and providing new opportunities to support, showcase and celebrate Welsh produce.”
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