British pub chain JD Wetherspoon, run by one of Brexit's most fervent supporters, will sell more British and non-European drinks, shunning French champagne and offering British and American beer instead of German brews. "The products we are now introducing are at lower prices than the European Union products they are replacing", he said.
'It is the start of a review all products in the next six to 24 months, with the object of making our business more competitive.
"Tariffs are imposed on wine from Australia, New Zealand and the U.S., and also on coffee, oranges, rice and more than 12,000 other products", he said.
As well as including more United Kingdom beers in traditional styles and categories, Tim Martin's pub group with also replace German brand Erdinger's alcohol-free beer with a no ABV version made by Suffolk-based brewer Adnams.
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Others were quick to point out that Martin's statement made no mention of Prosecco, which is routinely advertised in the pub's food and drink offers and is more widely drunk across the United Kingdom than any other sparkling wine.
His comments came after the chairman of Sainsbury's, David Taylor, the British Retail Consortium and former Deputy Prime Minister Nick Clegg warned Brexit without an European Union trade deal will drive up food prices.
"The general message is that sparkling wine is a growth product", said Mr Martin.
However the French champagne industry seemed unconcerned by the news.
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Speaking to Sky News, he said: "I don't think the customers will think it's too harsh if we can get equivalent or superior products perhaps at a significantly better price".
Wetherspoon said it would continue to serve Kopparberg cider from Sweden, because the brewery has confirmed that it will be producing its cider in the United Kingdom post-Brexit.
French champagne and German beers will be substituted for alternatives from the United Kingdom and other countries outside the bloc.
The pubs sell 6 million bottles of Kopparberg each year.
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