The Co-operative Food is marking this year’s Queen’s Diamond Jubilee celebrations with the launch of two limited-edition British beers: Jubilation and Salutation.
Launching in Co-operative stores nationwide on 2 May 2012, the new Truly Irresistible premium own-brand ales are brewed by hand at the Freeminer Brewery in the Royal Forest of Dean, Gloucestershire.
The commemorative real ales have been specially created for The Co-operative, with malt produced using traditional hand-made techniques at the country’s oldest malting house.
Jubilation is a pale, golden-coloured beer made with malt from Warminster and Bramling Cross hops from Worcester to create a refreshing taste with a distinctively hopped finish, said the Co-operative. Salutation is a classic British bitter with the addition of two historic hop varieties, Goldings and Fuggles, creating a darkly-delicious beer with a satisfying bitterness, it said.
The two limited-edition ales join The Co-operative Truly Irresistible Gold Miner Ale from the same brewery.
To mark the Jubilee celebrations, The Co-operative will also be offering better-than-half price Champagne and half-price Cava.
Sales soared over last year’s bumper Bank Holiday for the royal wedding as shoppers made the most of the extended weekend and, with another extended bank holiday break for the Queen’s Diamond Jubilee, retailers are anticipating a repeat performance as party fever grips the nation.
Kate Jones, head of product development and farms at The Co-operative Food, said: “The new Jubilation and Salutation real ales are quintessentially British and we hopped at the chance to commemorate the Jubilee celebrations with these new beers.
“As a community retailer, we are getting behind this right royal occasion with a £10,000 Street Party Fund and a host of new products.”