Canny Cooks seeks Mature Manns
Manns Original Brown Ale, the oldest continuously-brewed British bottled beer, is seeing a surge in sales, up by 11 percent over a two year period (2006 to 2008).
Its modest 2.8% abv, low hop bitterness and sweet toffee’d flavour are finding favour with a new generation of drinkers, whilst its £1.19 to £1.39 supermarket price tag and wide availability are making it a big success with budget conscious cooks.
Des Gallagher, brand manager for Manns Brown Ales owner, the Marston Beer Company comments, “Manns Brown Ale is an immensely versatile beer. Back in 1902, when this beer was created, cooks knew all about beer’s merits as part of the cooking process, and in these belt-tightening times, it is encouraging to think that these old skills are being re-assessed. Manns soft, toffee’d flavours make it incredibly versatile in stews, or as a marinade for delicate meats such as veal, chicken or pork. And its low hop bitterness and easy succulence means that de-glazing the roasting pan with Manns will add complexity of flavour to gravies whilst avoiding the hop’s metallic harshness.
“With cakes and puddings, Manns Brown Ale is again a winner, its sweet flavours adding subtlety and depth to chocolate dishes, Dundee cakes and Christmas puddings. Sales increased by 18.5% November 06 vs Nov 07 (**) as cooks turned to Manns as an important ingredient in their cooking repertoire.”
Manns low alcohol content means that its calorific content, at approximately 30 Calories per100ml, is lower than most other beers, whilst its dark colour, derived from the content of Crystal malt and Black malts, gives Manns Brown Ale an enhanced level of natural anti-oxidants.
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13th August 2008
• Manns Original Brown Ale is the best selling commodity (1.3%-3.3%) bottled ale in the GB take-home market accounting for 60% of all commodity bottled ales sold within the GB take-home market and 70% within Multiple Grocers market.
• Manns Brown Ale retails from £0.99 per 500 ml bottle at Asda, Morrisons, Sainsbury’s, Tesco and the Co-op – as well as being a must-have for pubs.
• Brown Ales were the beer style of choice for 1950’s cartoon character Andy Capp; and Manns was the final earthly tipple of Mr Creosote in the 1985 Monty Python film, ‘The Meaning of Life’.
• Manns Sweet Brown Ale was the UK’s first bottled brown ale, these beers being the bottled equivalent of cask dark mild – mild being a sweet, low alcohol beer favoured by the sons and daughters of the Industrial revolution – ‘the’ drink of the early and mid 20th century.
** Source: Nielsen Scantrack data 14.06.08; Total GB off-trade.
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