Asda is the first supermarket to market the craft beer nationally
LEEDS, England, 2017-Jun-27 — /EPR Retail News/ — The trend for craft beer continues, particularly for a small Craft Brewer in Hull which is celebrating after securing its first national listing with Asda.
The supermarket will stock four beers from Atom Beers, brewed in Hull, in up to 156 of its stores across England, Wales and Scotland.
With four new lines launching on the shelves, Yorkshire based Asda is aiming to lead the way in supporting local brewers, as the demand for craft beer amongst consumers continues across the United Kingdom.
Atom was founded by Allan Rice and Sarah Thackray in 2014 with the ethos to not only make great consistently flavour forward beers, but to use the brewery as an educational facility – to inspire people to consider careers in science and engineering.
Its focus on science and education are evident through weekly brewery tours for the public and an 8-week long intensive Beer School for beer lovers wanting to improve their knowledge and craft. In addition to this, the brewery is actively involved in scientific research, college out reach programs and collaborating with the University of Hull and the Science without Borders programme to study complex carbohydrate characteristic of beer.
Asda will start by stocking four lines of Atom beers in 330ml cans; Atom Schrodinger’s Cat, Atom Quantum State , Atom Pulsar Pilsner and Atom Phobos & Deimos.
Allan Rice, co-founder of Atom, commented: “We are delighted to have secured our first national listing with Asda, making our beer more accessible from a convenient location whilst doing your weekly shop.
“As a young microbrewery it’s great to be featured by a national retailer, and we’re impressed at ASDA’s commitment to supporting local suppliers, no matter how big or small the brand.
“It’s incredible to think that a microbrewery in Hull has been recognised internationally and we are excited that more people across the country can now taste our beer.”
The new deal will see the following lines stocked in stores across England and Wales:
Atom Schrodinger’s Cat – 3.5%, 330ML – Schrodinger’s Cat is a paradox, as is this beer. Brewed to be low in alcohol, but full in body. Brewed to have a strong malt backbone, yet pack a punch of Mosaic and Citra hops.
Atom Quantum State – 4.2%, 330ML – A Quantum State shows the probability of every outcome of a measurable situation. A beer for every occasion, light, drinkable and full of citrus flavour. Extra pale malt, with some body from the addition of oats, a simple but effective malt bill allows American hops to shine.
Atom Pulsar Pilsner – 4.45%, 330ML – A pulsar is like an electromagnetic lighthouse in space. A super dense star at the end of its life that spins in a very precise interval, emitting radiation in a beam only observable when it points towards Earth. A classic German Pilsner, modernised by new age hops. Bright in flavour, crisp, refreshing and with a citrus led hoppy finish.
Atom Phobos & Deimos – 7%, 330ML – Named after the sons of Ares who was known to the Romans as Mars. This Rye IPA has a strong spicy malt backbone that makes way to big hitting American hops.
Alan Jackson, Buying Manager – Local BWS and Core Ambient, said: “The craft beer culture continues to grow, and it’s clear customers are trading up to more premium beers, particularly ones which come from local breweries.
‘‘We are really proud to be the only supermarket with Atom in our range. They are a fantastic, young brewery who have achieved international acclaim for their beers.
“It’s brilliant to bring this beer to our customers in urban craft hotspots across England, Wales and Scotland as I’m sure it’s something they wouldn’t expect and normally wouldn’t have access to.”
Asda recently 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.