Leading UK-based brewery, Vocation, has announced the launch of its latest sour beer, Death by Amaretto Sour, available exclusively in Sainsbury’s stores nationwide.
Expanding its existing portfolio of special edition sours, which includes Death by Daiquiri and Death by Margarita, Death by Amaretto celebrates the growing popularity of the brand’s sours range with a modern spin.
With an ABV of 4.5%, the new launch is an ode to a classic, combining tart morello cherries with bittersweet marzipan notes, before a hefty dose of citrus cuts through to balance out this sweet and sour brew.
Crafted for those who are seeking more adventurous and diverse taste profiles, Sour beers have carved out their niche in the craft beer sector over recent years as their popularity has continued to soar.
Tom Holmes, head of marketing at Vocation Brewery, commented: “We’re thrilled to be launching Death by Amaretto into Sainsbury’s, embracing the ever-growing love for sour beers amongst Brits. Our sour beer rate of sale has soared by 40% since the introduction of our inaugural launch to the range (Death by Cherries in June 2023), and in just 12 months, we’ve secured a permanent sour SKU in major retailers including Sainsbury’s, Tesco, and ASDA. This expansion mirrors a broader trend in retail, with consumers expecting more variety and unique beer styles from the grocers, particularly in the sour style.
“Our decision to launch the Amaretto flavour was driven by insights from past successes and aligning with wider industry cocktail trends, driven by the continued demand for short, classic cocktails. Also, with a 5% increase in Google searches for ‘Amaretto Sour’ over the past year, we’re expecting this to continue growing.
“Despite expectations of seasonality, our sour sales remain relatively consistent year-round. Even during winter, we see robust sales, with Death by Margarita emerging as our top-performing 440ml SKU during the Christmas period from a rate of sale perspective. This underscores that sours aren’t as seasonal as one might assume.”
Death by Amaretto Sour is available in 440ml cans from Sainsbury’s in-store and online, as well as the Vocation Brewery website, for RRP £3.50. For more information, please visit www.vocationbrewery.com.
