However, you don’t really save much compared with the bottles. Morrisons have a long-running offer of four premium bottled ales, including Directors, selling at £1.75 each, for £5.50, whereas the four cans were £5.19. This is 54p a unit, so Don Shenker will be happy. Oddly, some of the four-packs of cans were actually dearer than four bottles. Abbot was £5.60 and Hobgoblin was over £6 – both beers included in the offer. It’s noteworthy just how many of the best-selling PBAs are now also available in cans, such as Pedigree, Tanglefoot, Old Speckled Hen, Bombardier and London Pride.
Another interesting piece of psychology is how people are quite happy to buy four-packs of cans (or even 15-packs) but when buying PBAs they will generally get a variety. And someone buying a single PBA is a moderate, discerning drinker, but someone buying a single can (which are only sold by corner shops, not supermarkets) gives the impression of being one or both of poverty-stricken and an alcoholic.