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The brewery eyeing up Dry January for a sales boost

Without Original from St Peter's Brewery will be sold in 67 Asda stores from January. Picture: St Peter's Brewery.

Without Original from St Peter's Brewery will be sold in 67 Asda stores from January. Picture: St Peter's Brewery.

St Peter's Brewery

While retailers try to entice Christmas shoppers with cheap drinks deals, one East Anglian brewery is already planning for the new year detox - and thinks sales of its alcohol-free beer could soar.

St Peter’s Brewery near Bungay has seen increased demand from major supermarkets for its non-alcoholic beers in the past year, and will see its products stocked in 67 Asda stores from January, in addition to existing deals with Tesco and the Co-op.

Steve Magnall, chief executive, said the brewery’s Without Original had already proved popular with drinkers looking to cut their alcohol intake, and was expected to sell well during the Dry January campaign, when many people give up alcohol altogether.

“This latest contract with Asda puts our alcohol-free beer sales at around 15% of our overall turnover and growing. It’s a huge part of our business and one we are looking to increase even further.”


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