T&R Theakston are celebrating a successful launch and a national listing for Nowt Peculier, the brewery’s alcohol-free version of their famous Old Peculier.
Selling more than 15,000 bottles in its first two months, the beer has been praised for its likeness to its alcoholic counterpart.
Continuing its success, Nowt Peculier will now also be stocked in 170 Sainsbury’s stores. The family brewery is in talks with a number of other retailers to extend the beer’s off-trade footprint even further.
The brewery is also building distribution in the on-trade through Heineken, Star Pubs, LWC, and other wholesalers, as operators adapt their ranges to meet demand for 0.0% ABV ale options.
Thanks to advanced filtration technology, Theakston has preserved everything that’s made Old Peculier the iconic pint it is today, minus the alcohol.
Highest quality ingredients
Meticulously brewed to the original recipe, with the traditional Fuggle hops alongside Challenger and Progress bitter varieties, this rich-flavoured, dark ruby ale captures the complex character of the alcoholic version, with subtle notes of cherry and banana complementing a bitter hop finish.
“Nowt Peculier is one of our first ventures into alcohol-free beer in the brewery’s near 200-year history, and maintaining our reputation for high-quality beers was absolutely paramount for us in the creation of Nowt Peculier,” said Theakston’s managing director, Richard Bradbury.
“We are thrilled by the warm reception the beer has received so far, and look forward to extending Nowt Peculier’s reach even further across the on- and off-trade this year.
“The low- and no-alcohol beer category continues to grow in the UK, and thanks to our use of the highest quality ingredients, the expertise of our brewers, and remarkable new technology, we are pleased to bring something new to the category, staying true to our commitment to brew legendary beers.”
