Sharp’s Brewery launches new Doom Bar ‘fridge pack’

Sharp’s Brewery, brewers of Doom Bar, the UK's best-selling cask and bottled ale, has launched a new Doom Bar "fridge pack" across the UK off-trade, to tap into growing demand for convenient multipack formats.

The fridge packs, which include 10x440ml cans of Doom Bar, have been rolled out in stores across the UK this month. The cans are encased in a recyclable cardboard sleeve, and include an easy-to-carry handle and quick tear-open fold, giving consumers a new, convenient way to enjoy the premium bottled ale.

The idea behind the format, is to cater to the growing demand for products that help shoppers save time and effort during their shop, and it taps into the growing consumer trend towards fewer, but bigger grocery shops.

"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’s 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.”