The image above comes from the Sainsbury’s supermarket in-house magazine for November 1991 and is a great reminder that interesting beer didn’t arrive in Britain in 2010.
Here’s the text that accompanied the product shot under the groansome headline THE BEER WORTH GUARDING:
The new Sainsbury’s Biere de Garde derives its name from the traditional brewing metiiods used at tlie brewery in Benifontaine, in the Nord-pas de Calais region of France. This strong beer, which is made with seven malts, spends six weeks ‘kept’ in special chilled tanks in a locked Garde room while top fermentation takes place. Hence Biere de Garde – ‘kept’ beer.
The design of the bottle, and the label, is a striking blend of the modern and traditional, and the amber beer is, in the words of the buyer: ‘robust, delivering a rich bouquet and an intense full, rounded flavour.’