Marks & Spencer is broadening its usual Mother's Day fare of flowers and chocolates with its first gift case of beer selected especially for women.
The go-to retailer for Mother's Day success said it believed its Mother's Day Mixed Beer Case was a first for the UK high street, developed in response to increasing numbers of women enjoying the drink.
The £27 case is selling exclusively online and includes Cambridgeshire Golden Ale, Yorkshire Gold, Amarillo Golden Ale, Cornish Pale Ale, Cascade Pale Ale, Organic Scottish Heather Honey, Cornish Red Ale, Greenwich Black IPA, Cheshire Chocolate Porter, Citra IPA, Belgian Wheat Beer and Cornish IPA.
Latest figures from the Society of Independent Brewers show 24% of women are drinking more beer than they did two or three years ago.
Kim Buckenauer, 26, a brewer at Cornwall-based St Austell Brewery, which is stocked in M&S stores, recommended that non-beer drinkers tried matching beer with food to "completely change" its characteristics.
She said: 'A great example of this is how well beer works with chocolate. The sweetness from the cocoa pairs perfectly with the fruity bitterness from the hops."
Madeleine Lovett, M&S product developer for beer, said: "I can't imagine a better Mother's Day gift than a beer case, so we've decided to introduce one for all the beer-loving mums out there.
"Beer is certainly booming in the UK, among a wider audience than ever before and with new styles and trends being introduced all the time.
"We hope our customers will enjoy treating their mums to some great beer this Mother's Day."