Up to 10% of ASDA’s existing beer space will be dedicated to craft beer and will replace larger brands from May 24 onwards.
As well as adding craft beer to new markets, Asda has also appointed Hywel Evans as ale and craft beer buyer to focus on this ever-growing category.
Evans said: “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% 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, Schrodinger’s Cat, 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.