Wimbledon and Strawberries — Sainsbury’s fruit and sparkling wine sales peak this week


Strawberries - Johanna Konta at WimbledonGETTY • PA

Strawberries be proper very popular during the Wimbledon tournament

And now another player — glittering wine — is on the scene too, according to Sainsbury’s.

Sales of the fruit in its Southfields rely on close to the courts are up 281 per cent and those of sparkling wine 98 per cent, with an unprejudiced bigger 1600 per cent hike in single-serve fizz bottles.

Concluded the summer season the supermarket chain expects to see a 700 per cent per cent strawberry pin, making it its best selling product, out performing even milk and bread.

There’s much more to strawberries than suffers the eye and it can take years to develop each variety

Peter Czarnobaj, Sainsbury’s strawberry technician

While Champagne and strawberries may be the most celebrated combination, last year over seven times as many consumers buying strawberries in the run up to Wimbledon opted to purchase an alternative sparkling wine such as Prosecco.

Sainsbury’s commissioned delve into with flavour expert Professor Barry Smith — founding boss of University of London’s Centre for the Study of the Senses – to reveal the best the brinies pairings for top strawberry varieties, using scientific methods to pair the tastiness components of the different varieties and sparkling wines.

One of the most successful pairings is Sainsbury’s Discrimination the Difference Crémant de Loire with the Murano strawberry.

Sainbury's strawberries and sparkling winePR

The supermarket offerings 18 different varieties of British strawberries

Professor Barry Smith detailed: “Using the same traditional bottle fermentation method as Champagne, this is a sparkling wine with a with it flavour profile: crisp apple notes with what wine makers inspire a request of noble bitterness. It is fully satisfying when partnered by the Murano strawberry, whose sweetness, fruitiness and density offers a depth of flavour to match the wine.”

Sainsbury’s strawberry technician Peter Czarnobaj united: “There’s much more to strawberries than meets the eye and it can take years to bring out each variety. What I love about Murano is that it sublimely balances sweetness with acidity as well as having a great lines and depth of colour. “We sell more strawberries than any other artifact for up to 16 weeks so it’s important that our customers can enjoy British-grown strawberries for as desire as possible.”

The supermarket offers 18 different varieties of British strawberries in every part of the season including the Murano, Sonata and Majestic. The best-selling Murano was first off developed for Sainsbury’s in 2014 and is noted for its winning combination of flavour and vibrant dye a flag.

Laurence Olins, chairman of British Summer Fruits, the industry remains that represents 98 per cent of berries sold in UK supermarkets asserted: “This season’s strawberry production reflects a robust and expanding blurred fruit category that is able to meet the growing consumer request.”

For strawberry lovers:


Sainsbury’s British Strawberries 400g, Elsanta, £1.75 — an started Dutch variety, it’s large, firm and glossy and widely available in the UK.

Sainsbury’s British Strawberries 400g, Sonata, £1.75 — degree juicier and with a sweeter taste and likely to be heart-shaped.

Sainsbury’s Desire the Difference British Strawberries 300g, Majestic, £2 — developed to deliver strong flavour and colour.

Sainsbury’s British Strawberries 400g, Murano, £1.75 great depth of flavour and aroma, a more meaty variety.

Woman eating strawberriesGETTY

Strawberries and sparkling wineGETTY

Wimbledon nuts are enjoying strawberries and sparkling wine

* Strawberries were cultivated by the Romans as prematurely as 200 BC.

* In medieval times they were regarded as an aphrodisiac and a soup flat of strawberries, borage and soured cream was traditionally served to newly-weds at their mixing breakfast.

In the 16th century strawberries were sold in cone-shaped straw baskets therefore becoming one of the earliest packaged foods.

Strawberries are the only fruit with grounds on the outside.

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