Key Points
- St Austell Brewery and North London craft brewer Jiddler’s Tipple have secured a nationwide listing in more than 400 Sainsbury’s stores for their limited-edition collaboration IPA named Proper Tipple.
- The collaborative brew draws its core inspiration from St Austell Brewery’s flagship beer, Proper Job.
- The concept for the partnership originated during discussions between St Austell Brewery, Jiddler’s Tipple, and the Sainsbury’s buying team at the Brew London event.
- Proper Tipple is brewed to 5.5% ABV using a backbone of heritage malts, combined with a hop trio of Galaxy, Citra, and Nelson Sauvin, alongside a new yeast strain.
- Prior to the national supermarket retail rollout, the collaboration expanded into cask and keg variants, which debuted at the London Craft Beer Festival following a brewing session in Cornwall by Jacob Liddle.
London (The Londoner News) July 24, 2026 – St Austell Brewery, a leading independent brewer from the South West, has joined forces with North London craft brewing brand Jiddler’s Tipple to land a major retail milestone. As reported by journalist staff of Beer Today, the partnership has successfully secured a nationwide listing spanning upwards of 400 Sainsbury’s supermarkets for their newly minted, limited-edition collaboration IPA, Proper Tipple. This high-profile supermarket rollout bridges the gap between the heritage scale of a historic West Country brewery and the modern, innovative ethos of an independent London craft label.
How Was the Proper Tipple Collaboration Conceived?
The partnership did not happen by chance; it was born out of direct industry engagement. As detailed in coverage by Beer Today, the collaboration was originally conceived during strategic discussions involving representatives from St Austell Brewery, Jiddler’s Tipple, and the supermarket giant Sainsbury’s buying team.
These crucial talks took place at the Brew London event, where the creative idea to reimagine St Austell’s flagship beer, Proper Job, first took root.
The initiative successfully married the institutional knowledge of Cornwall’s brewing landscape with the agile creativity characteristic of contemporary London craft brewers. Speaking about handing over the keys to a beloved recipe, Georgina Young, brewing director at St Austell Brewery, shared insights into the creative process. As reported by Beer Today, Georgina Young stated that:
“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 .”
Elaborating further on the distinctive character brought to the table by her co-collaborator, Georgina Young added that:
“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.”
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What Are the Ingredients and Flavor Profile of Proper Tipple?
Crafted to align with modern consumer expectations while respecting brewing traditions, Proper Tipple hits the shelves with a carefully engineered specification.
According to reporting by Beer Today, the collaboration IPA is brewed to a robust 5.5% ABV. Its structural foundation relies on a backbone of heritage malts, which provides a traditional maltiness contrasted by contemporary brewing elements.
To achieve its distinct aromatic and taste profile, the brewing team utilized a bright tropical hop trio consisting of Galaxy, Citra, and Nelson Sauvin hops. Beer Today noted that these specific hops deliver vibrant notes of citrus, grapefruit, and gooseberry. Furthermore, the incorporation of a brand-new yeast strain ensures a crisp, clean, and highly drinkable finish on the palate.
Sharing his personal connection to the project and the creative output, Jacob Liddle, founder of Jiddler’s Tipple, expressed profound enthusiasm. As documented by Beer Today, Jacob Liddle stated that:
“I’ve been an avid Proper Job drinker for many years, so I was incredibly excited when the opportunity for a collaboration came along…”
Continuing his remarks on the technical execution of the recipe, Jacob Liddle added that:
“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!”
How Did the Partnership Extend Beyond the Supermarket Launch?
While the development of the 440ml canned variant was strategically targeted for nationwide supermarket retail distribution across Sainsbury’s stores, the collaborative scope went well beyond automated retail shelves. Media reports from Beer Today highlight that the partnership also embraced traditional pub formats.
In the lead-up to the national retail rollout, founder Jacob Liddle traveled down to Cornwall to work hands-on at St Austell Brewery. Together, they brewed a special small-batch cask and keg edition of Proper Tipple.
This alternative draft version was given its public debut at the prominent London Craft Beer Festival, allowing festival-goers to experience the cross-cultural brew on tap before it officially hit supermarket refrigeration units nationwide.
This multi-format rollout strategy—bridging cans in major supermarkets with cask and keg releases at specialist craft beer festivals—underscores the evolving dynamics of modern British brewing partnerships.
By combining regional heritage with metropolitan craft innovation, St Austell Brewery and Jiddler’s Tipple have charted a unique path into consumer consciousness, culminating in their extensive presence across more than 400 Sainsbury’s locations.
