St Austell Brewery’s Proper Tipple lands in 400 Sainsbury’s stores

A Cornish brewery with 175 years behind it has handed one of its best-loved recipes to a craft brewer from North London, and the result is now sitting on Sainsbury’s shelves across the country.

St Austell Brewery has teamed up with Jiddler’s Tipple to launch Proper Tipple, a limited-edition IPA available in more than 400 Sainsbury’s stores nationwide. The beer takes its cue from Proper Job, St Austell Brewery’s flagship IPA, with Jiddler’s Tipple founder Jacob Liddle putting a modern spin on a recipe the Cornish brewers know by heart.

📷Georgina Young and Charlie Johnston from St Austell Brewery with Jacob Liddle

How a supermarket beer started with a chat at Brew London

The collaboration began during conversations between St Austell Brewery, Jiddler’s Tipple and the Sainsbury’s buying team at Brew London. That is where the idea of reimagining Proper Job first took shape.

Brewed to 5.5% ABV, Proper Tipple pairs a trio of Galaxy, Citra and Nelson Sauvin hops with a new yeast strain. The hops bring bright notes of citrus, grapefruit and gooseberry, and the yeast gives the beer a crisp, clean and highly drinkable finish. It was all brewed at St Austell Brewery’s Cornwall headquarters, bringing the brewery’s heritage together with one of the UK’s more distinctive craft beer brands.

📷Georgina Young and Jacob Liddle

From Cornwall cask to London Craft Beer Festival

The Sainsbury’s cans were only the start. Jacob also travelled to Cornwall to brew a small-batch cask and keg version of Proper Tipple alongside the St Austell Brewery team, and that version made its debut to an enthusiastic crowd at London Craft Beer Festival.

Georgina Young, Brewing Director at St Austell Brewery, said: “Proper Job is a beer our brewers know inside out, so handing it over to Jacob and seeing what he’d do with it was genuinely exciting. He’s brought a completely different perspective, bolder hop character and a real sense of playfulness, while creating a beer that still feels unmistakably Proper Job at its core.”

For Jacob, it was a chance to work on a beer he already knew well. “I’ve been an avid Proper Job drinker for many years, so I was incredibly excited when the opportunity for a collaboration came along. The idea was born over a beer at Brew London while chatting with the Sainsbury’s buying team and St Austell Brewery,” he said.

“It’s been great to bring together the heritage and classic recipe of Proper Job while adding a modern twist through new-fangled yeast and hop varieties. Nelson Sauvin, Citra and Galaxy have amplified the beer’s fruit-forward character, delivering notes of melon, grape, citrus and tropical fruit. It’s a Proper Tipple!”

A can that nods to a bold shirt collection

True to Jiddler’s Tipple form, the cans carry the brand’s signature patterned artwork, inspired by Jacob’s famously bold shirt collection. Proper Tipple is on shelves now in more than 400 Sainsbury’s stores as part of a 12-week limited run, so the window to try it closes well before the year is out.

📷Proper Tipple launch at London Craft Beer Festival