Major UK supermarket Sainsburys yesterday announced a new beer competition. On the face of it this looks very similar to the Tesco Beer Awards, but somehow I trust Sainsburys to give much greater consideration to beers from smaller brewers than Tescos ever have.
It seems uncanny how often Badger Brewery have won awards with Tescos, but far be it from me to suggest any sort of shenanigans!
The sentence which does confuse me though is: "They will be looking for great tasting beer presented in a way that will encourage our customers to buy it." This does seem to suggest that packaging or image may become as important as taste, which really should be the be all and end all, except perhaps for cost.
Time will tell of course where these awards go, but let's hope for some interesting innovative beers on our supermarket shelves later this year.