Sloe berries are to hit the capital by making their debut in Waitrose stores across London.
The retailer is predicting that sloe gin, which is traditionally made in rural areas, will be the next must-have drink in the capital.
The berries have been picked for Waitrose by Hampshire-based grower John Boyd, having grown naturally on the blackthorn bushes - known for their prickly branches - on the Beaulieu Estate.
Boyd noticed a very good crop this year due to the early spring and predicted there would be a market for this forgotten UK berry. Nicki Baggott, Waitrose fruit buyer, said: “We have talked to London customers about what they want from their supermarket and one of their biggest desires was for products that reconnect them with the British countryside and the seasons. Our sloe berries fit the bill perfectly. “Although it takes months for the gin to infuse with the flavour of the berries, we are sure that food and drink lovers will decide it’s worth the wait.
"While we’ve all heard of the Slow Food movement, the sloe drink movement could become the next big thing in the capital.”
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