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Double Dragon Ale Secures First National Listing for the Felinfoel Brewery

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The iconic Double Dragon Ale has secured a first national listing for the Felinfoel Brewery with a contract win at the Co-op.

Sales of Double Dragon Ale has taken off after being introduced into around 80 Co-op food stores last November – the latest contract coup will see the award-winning deep copper red ale listed in approaching 160 of the community retailer’s stores across Wales from next month (October).

The brewery – which was established in Felinfoel, a small village adjoining Llanelli, in 1878 – anticipates that the increase in outlets could lead to its award winning ale exceeding annual sales of 50,000 pints at the community retailer.

Jamie Owen, Commercial Manager at Felinfoel Brewery, said:

“Double Dragon is our ‘flag ship’ ale, known as The National Ale of Wales and we are delighted at how well received it has been by the Co-op’s customers. The beer is known the world over and to reach more of our Welsh communities is a great opportunity to build brand awareness and open up new markets in communities across Wales. This is our first contract win of this scale, it is very exciting news and we are now gearing-up production. Doing business with the Co-op is a great fit with our values – we pride ourselves on taste and quality and we know that this is an approach shared by the Co-op.”

Jake Woods, Beer Buyer for the Co-op, said:

“We are delighted to extend the reach of Double Dragon across Wales, it is an iconic ale which has proved very popular with our members and customers – ale is an exciting category with opportunity for continued sustained growth.”

The move comes as the Co-op commits to doubling the number of its local suppliers – introducing a small business charter to support and champion business and break down many of the traditional barriers that smaller businesses in particular can encounter when supplying larger retailers.

Simon Dryell, Ranging Manager for the Co-op in Wales, added:

“As a community retailer, the Co-op is committed to championing Welsh food and drink, these are prized products, world-renowned, and we are delighted to give them pride of place in our stores. Food provenance really matters to our customers – we are committed to investing in the Welsh economy and providing new opportunities to support, showcase and celebrate Welsh produce.”