M&S increases listings for world’s first blockchain beer

The world’s first blockchain beer, Downstream Hybrid IPL, has extended its listings to a further 150 Marks and Spencer’s (M&S) stores across the supermarket’s estate in France and the Channel Islands, following impressive sales over the last six months.

The beer, which is brewed by Boyne Brewhouse and distributed by Irish Craft Beers, secured an exclusive listing in 250 M&S stores across the UK in January 2019, and has since performed strongly selling over 40,000 cans over the period.

Answering the growing consumer demand for provenance transparency, Downstream Hybrid IPL guarantees consumers 100% authentication of provenance for every ingredient used in the brewing process thanks to its blockchain technology.

At 4.5% ABV, the beer currently retails at £2 for a 330ml can. The beer is clean from the lager yeast but innovatively hopped and dry-hopped with Cryo LupuLN2 ® Simcoe giving masses of tropical fruit, grapefruit and sticky sweet stone fruit aroma with a layer of pine.

Shane McCarthy, co-founder, Downstream, said: “Irish producers are at the forefront of innovation, marrying years of experience and tradition with the very latest technology to create industry leading products. Downstream is a stand out example of this, with insight, expertise and passion creating a truly trailblazing product, that has been incredibly well received by consumers. We’re very much looking forward to bringing more exciting products like this to the UK market.”