Supermarkets say they're trying to improve the information they offer about how beers taste, but for all the froth they still seem to be sold as wine's poor relation, says Sophie Atherton
Anyone can pick out a multi-pack of lager if their mates are coming round to watch the football but choosing a beer that's a bit more interesting or special is still far from straightforward. Today's drinkers might want to buy beers they discovered on holiday, and supermarket aisles now boast American ales such as Goose Island IPA, Tsingtao from China, and Belgian beers like Bacchus Kriek alongside established British favourites like Adnams' Broadside and highly-rated newer beers such as Thornbridge's Jaipur.
But while the UK's supermarkets are stocking a much wider range, their beer sections are still devoid of information about taste. Guided by distinctions between sweet and dry, food matching tips and so on noted on the bottle, it's still much easier to choose wine. Worse, in some cases the supermarkets have increased confusion. Tesco ran a poster campaign in the beer section over the summer which contained some glaring errors: pale ales and oak aged beers found their way on to lager posters, two out of three of the dark beers featured weren't dark at all and many of the descriptions were nonsensical. All this led to scorn and derision from beer enthusiasts and bloggers.
Since that embarrassment, the store seems committed to making improvements and is revamping the section with "flavour profiling", categorising beers as "rich, dark and strong", "fruity", "fuller flavoured", "speciality" and "light and easy drinking". It's a step in the right direction but the categories still lack meaning for those with little idea of what different beers taste like and are confusing for people used to choosing beer by style (bitter, lager, stout etc).
Sainsbury's Great British Beer Hunt pitted 16 beers chosen by regional panels including customers against each other to win a contract to supply 300 of its stores. There was lots of detail and tasting notes during the process but the same level of information is yet to be duplicated in all of its stores. "We don't want to be condescending towards our customers" says buyer Oliver Chadwyck-Healey, but he concedes there is something to be learned from the way they sell wine.
Morrison's is looking at a more 21st century solution to modernising its beer aisle with touch screen drinks selectors that will help customers choose beer (and other drinks) by country or to match particular foods. If done well it sounds a brilliant idea, but has the potential simply to fall into the trap of tacky gimmicks. An in-store screen where Asda customers could view its useful online beer tutorials would be a small but incredibly savvy measure.
Beer may be cheaper than wine, but that's no excuse not to tell people what it tastes like and why they might want to buy it. Even if you know your beer, wouldn't you be more likely to buy it at the supermarket if there was a flavour description and food matching suggestions rather than a list of hop varieties - if you're lucky - or just a price label if you're not?
She has two blockbuster films set to debut next month and, to help with the promotions, Charlize Theron graces the cover of the June 2012 issue of Madison magazine.The 36-year-old South African actr [ ... ]
Appearing chic and natural, Jennifer Aniston once again appears in two SmartWater ads that are set to release in the June issues of various magazines.The ads feature the 43-year-old actress looking a [ ... ]
After working up a sweat, Elle Fanning was spotted leaving a dance studio in Los Angeles, California on Tuesday (May 15).Carrying a water bottle and her cell phone, the "We Bought A Zoo" actress made [ ... ]
It’s going to be an exciting time in television this fall, as the ABC network has unveiled some fabulous new shows on deck for their primetime schedule.In the months ahead, shows like “666 Park Av [ ... ]
Doing her best to stay in tip-top physical condition, Vanessa Hudgens was spotted heading to the gym for an early workout in Los Angeles, California on Tuesday (May 15).The former "High School Musica [ ... ]
Thomas F Wilson, who played Biff Tannen in the Back to the Future movies, has a unique way of dealing with over-curious fansThe internet is awash with an image of a card that actor Thomas F Wilson pur [ ... ]
After a consultation with her gender reassignment surgeon, the reality of impending surgery dawns on Juliet Jacques. Is she doing the right thing?I'm finally moving towards the second major stage of t [ ... ]
If Adele, Beyoncé, Lady Gaga and Nicki Minaj are proud to talk about their wigs, there's hope for those of us with bad hairWigs seem to have gone mainstream. How? And why?Orla McGarry, BelfastAs ever [ ... ]
Was your baby's name inspired by a Kardashian, a Twilight werewolf or the reality TV show Glam Fairy? You're not aloneDepending on your view of the world, the name Jacob either makes you think of the [ ... ]
Inspired by the success of Ashleigh and Pudsey, I tried to teach Nellie some new tricks …The triumph of Ashleigh and Pudsey in the Britain's Got Talent final has already got pet-owners across the na [ ... ]
Yoga can help fight stiffness, hardening of the arteries, hormonal fluctuations, depression and loss of bone density. And, says Josephine Fairley, you can start at any ageLooking at the famous photogr [ ... ]
A grinning Maria Menounos had reason to celebrate on Monday night’s (April 30) episode of “Dancing with the Stars” - as she and partner Derek Hough received a perfect score.They are the first [ ... ]
Ready to pass out another batch of golden popcorn trophies, the nominees for the 2012 MTV Movie Awards were unveiled on Monday evening (April 30).With the show being held at the Gibson Amphitheater i [ ... ]
It's been one week since the murder trial for Jennifer Hudson's three family members got underway and, on Monday (April 30), the judge released the emotional 911 call from the "Dreamgirls" star's sis [ ... ]
Coming as music to her adoring fans' ears, Jennifer Lopez took center stage at Boulevard3 in Hollywood, California to make a big announcement on Monday afternoon (April 30).Looking dashing in a peach [ ... ]
Helping to unveil the new look of the network that made them household names, the Kardashian sisters along with their momager, Kris Jenner, attended the E! 2012 Upfront on Monday (April 30).Before hea [ ... ]
'Debo' has sartorial wisdom to share – however old you areI am a 65-year-old woman. Where on the high street should I be buying my clothes?Margaret, BristolI'm going to let you in on a little secret [ ... ]
Once, Nigella ruled. Now there's a battle for her domestic goddess crown – and style is just as important as the ability to whip up a crème brûlée. Meet the contenders…Rachel KhooStyle From her [ ... ]
The 'natural beauty' Beyoncé has taken to Twitter and Tumblr to show us how normal she looks, but that's no bad thingBeyoncé is the most beautiful woman in the world – People magazine told me so. [ ... ]
Looking as if she's all healed up following her blender incident, Miley Cyrus paid a visit to a local Burbank, CA hospital for a doctor's appointment on Thursday (April 26).Accompanied by her mother, [ ... ]
Though she always looks flawless in every outfit we see her in, Scarlett Johansson explained that she's just like every other woman when it comes to body insecurities.In an interview with ITV1's Dayb [ ... ]
With just over two weeks left until its theatrical release is upon us, Phase 4 Films has debuted the red band trailer for the upcoming film titled "Hick".Released via Yahoo! Movies, the two and a half [ ... ]
Capping off a full day in the spotlight, Prince William and Kate Middleton made their grand arrival at the Imperial War Museum in London, England on Thursday evening (April 26).With the Duchess of C [ ... ]
It has been seven years since she split from Brad Pitt, and Jennifer Aniston doesn’t particularly care that her ex popped the question to Angelina Jolie.The “Friends” actress, who is in a lov [ ... ]
