Alex James Britpop cider launches in-store at Your Co-op food markets
Blur bassist and cheesemaker Alex James has teamed up with The Midcounties Co-operative to launch his Britpop cider in stores for the first time.
The cider is will be stocked at 24 of the retailer’s Your Co-op Food Market stores across Gloucestershire, Warwickshire, Oxfordshire, Shropshire and Staffordshire.
James said: “For centuries, the French have been very clever at shouting about all the things they can do with grapes, whereas Britain has apples, and we don’t prize them enough. We grow hundreds of traditional British varieties here on the farm and have been experimenting with different cider recipes for years.
“We launched Britpop last month at The Big Feastival and had such an amazing reception with the cider becoming the festival’s bestselling drink. It’s great to be able to finally launch it in-stores with The Midcounties Co-operative as part of its Best of Our Counties range to really help hammer home how high-quality the produce grown in Britain really is.”
The 5.5% a.b.v. fresh juice, oak-conditioned cider is made by Midcounties Co-operative local supplier Westons Cider Mill in Herefordshire.
The product will become part of The Midcounties Co-operative’s Best of Our Counties range of locally and ethically sourced British food and drink. All products within the range are sourced from across the Society’s trading region and neighbouring counties.
Rupert Newman, chief food retail officer, at The Midcounties Co-operative, said: “We’re so pleased to welcome Alex James’ Britpop cider to our Best of Our Counties range.
“Working with local suppliers and showcasing the best of British food is so important to us. Customers know they can rely on us to provide high-quality, fresh and seasonal produce, and that by shopping with us they’re helping to support local suppliers and communities, which also helps to reduce food miles and protect the environment.”
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