Sharp’s Brewery has launched a new Doom Bar ‘fridge pack’, available to wholesalers and retailers now.

The packs feature 10x440ml cans of the ale, which is the most popular cask ale in the UK.

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The cans are encased in recyclable cardboard packaging, which features a carry handle and a quick tear-open fold, for convenient storage and access.

The supplier says the new pack format caters to shoppers trending towards fewer, but bigger grocery shops.

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“With changing shopper behaviour, consumers are looking for trusted brands that offer larger pack formats at great value, making it easier for them to be stocked up for longer,” said James Nicholls, Sharp’s Brewery marketing controller.

“We’re delighted to welcome another addition to the Doom Bar family, providing convenience as well as the usual great quality beer for Doom Bar fans across the country.”

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