Asda has today announced it is massively extending its craft beer offering, reducing duplication of its existing beers and lagers range and adding over 100 new craft beers to its offering, including several exclusive products.
The introduction of the new lines to Asda stores will meet a growing customer demand for craft beer. Up to 10% of Asda’s beer space will be dedicated to craft beer, helping introduce more regional beers to areas outside of their locale and raising their profile with previously untapped audiences.
The new range will offer quality products at market leading value – and offer customers an opportunity to learn more about the craft beer movement through on-shelf, helping break down the barriers currently faced by craft beer and make the category accessible.
As well as championing craft beer to new markets, Asda has also ensured its range is well-received by craft connoisseurs, appointing an Ale and Craft Beer Buyer to focus on this ever-growing category.
Hywel Evans, Asda ale & craft beer buyer, comments: “With the craft beer movement gaining speed, we hope these changes will help Asda become a real destination for craft beer drinkers – both those familiar with the products and those just entering the category. Recent Mintel research shows that over 40 per cent of consumers want to try craft beer over any other variety, so we want to build the most credible range out of the major retailers through adding over 100 new lines including regional beers.”
New beers added to the range include Cutloose Pilsner, which was named one of the best 16 beers in the world; Schrodinger’s Cat, a hop-forward bitter from Hull-based Atom Brewery; BAD Co’s Pale Aura, a dry-hopped, fruity session pale ale, and a selection of American beers, including Stone IPA from the West and Harpoon IPA from the East Coast.
Asda has also undertaken one of the largest reviews of its wine to- date, reducing range duplication by 25%, whilst adding more premium wines as part of its existing Extra Special range. The range, which was last reviewed in 2015, now comprises around 600 wines in total. The supermarket is also revamping its range of spirits, introducing a selection of craft gins, rye whiskies, vermouths and tequilas.
Asda’s new range of craft beers will be available from 24 May 2017.