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St. Austell Brewery enjoying Record Sales

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St Austell Brewery is smashing its own beer sales records and defying industry trends by reporting a 25 per cent rise in sales of its ales – just days after the British Beer & Pub Association’s (BBPA’s) reported beer sales had slumped more than eight per cent nationally.

Almost four million pints were brewed and sold by St Austell Brewery up to the end of April 2009 – a clear illustration of the strength of demand across the UK for its award winning Cornish ales.

The Brewery’s flagship Tribute Ale is leading the charge – with sales up 33 per cent to April 2009 compared to last year. It means Tribute – now a UK Top 10 premium cask ale – made up more than two-thirds of the draft beer sold by the Brewery so far this year.

Other highlights include a 27 per cent increase in sales of bottled beers this year, including a mighty 153 per cent rise in sales of Admiral’s Ale, after it was recently voted the World’s Best Bottled Beer at the International Beer Challenge.

The figures come hard on the heels of St Austell Brewery beating of some of the biggest names in the country to become the UK’s Regional Brewer of the Year – judged not only on the quality of its beers but also its pub estate and award-winning staff, food and training.

James Staughton, managing director of St Austell Brewery, said: “It is immensely satisfying that these brewing figures are driven entirely by customer demand for our ales right across the UK, with Tribute in particular going from strength to strength as a national brand with a distinctive regional character.

“We’re delighted that beer drinkers up and down the country are choosing to enjoy the true taste of Cornwall and we’re proud to be playing our part in enhancing the reputation of Cornwall as a destination and the home of great food and drink.”

The Brewery has made two significant investments this year on the back of soaring demand for its award-winning ales both regionally and nationally.

Work is under way on a major £700,000 project to build a new in-house bottling line, which opens in June, and the doors opened on the Brewery’s new Cornwall Distribution Centre in St Columb Major to serve as a regional hub for all its 2000 customers in Cornwall.

Sales of St Austell Brewery’s flagship Tribute Ale have risen for eight consecutive years since ins launch in 2001, continuing the meteoric success of the beer which has become the first and only Cornish beer to make it into the UK Top 10 of premium cask ales. Other highlights in the last six months for St Austell Brewery include:

* In April, St Austell took home more Golds than any other brewery at the Society of Independent Brewers (SIBA) South West Beer Festival and was the only Cornish brewer to claim one of the top accolades. The four gold went to

o Black Prince – Best mild
o Admirals Ale – Best bottled bitter
o Proper Job (bottled) – Best bottled strong beer
o Proper Job (cask) – Best cask strong beer

* Top quality chefs, Rick Stein and Paul Ripley have taken on St Austell Brewery pubs (The Cornish Arms, St Merryn and the St Kew Inn, St Kew, respectively).
* St Austell Brewery was awarded Food Company of the Year at the prestigious Publican Food and Drink Awards in November 2008.
* A national deal with Waitrose for Tribute to be sold in selected larger stores across the country – existing national listings for Tribute with Asda and Sainsbury as well as being sold across the South West in Tesco, Co-op, Spar and Thresher stores
* Admiral’s Ale being voted the best packaged beer in the world at the International Beer Challenge
* Admiral’s Ale securing a national listing with Sainsbury’s, in addition to existing regional listings with Asda and Waitrose.

St Austell Brewery was selected by Marks and Spencer to brew a new beer – Cornish IPA – to be sold in its stores and the ale has gone on to become the bestselling of its new range of regional beers.

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Saturday, December 16, 10:24 pm

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