Suffolk brewery celebrates deal with Sainsbury’s to stock its alcohol-free beer

St Peter'sWithout Original four pack. Picture: BRANDBANK 2010

St Peter'sWithout Original four pack. Picture: BRANDBANK 2010 - Credit: Archant

A Suffolk alcohol-free beer maker is celebrating a new deal with supermarket giant Sainsbury’s

400 Sainsbury’s stores across the UK will stock St Peter’s Without Original alcohol-free beer in a four pack.

“We are very excited to have secured this new contract with Sainsbury’s as it increases sales of our Without® brand to around 15% of our overall sales,” said Steve Magnall, chief executive at St Peter’s Brewery, based at St Peter South Elmham, Bungay.

“St Peter’s Without Original is already sold through Tesco, Asda and The Co-op, and Morrison’s stocks our Without Gold, so it is fantastic that Sainsbury’s is now selling it too. We have created an exclusive 4-pack of our 500ml bottles to be sold through the multiple and expect it to do very well.”

Sales of alcohol-free beer are on the rise, with campaigns such as Dry January having a “huge impact” on the growing market, he said.