Micro 3 Rivers goes national with JDW

Stockport-based 3 Rivers has achieved a significant sales breakthrough, becoming one of the smallest breweries ever to secure a national distribution deal with JD Wetherspoon.

The four-strong team at the Reddish brewery has negotiated an initial order, worth around £50,000, to supply a minimum of 150 barrels, or some half a million pints, of its best-selling brew - Manchester IPA - on its first national rotation with the pub company.

The deal comes after two years of successful trading with local Wetherspoon outlets. Scheduled to begin in April, the deal will proceed on a trial basis for three months.

Achieving national distribution through Wetherspoon is set to provide 3 Rivers with the stepping stone it needs to leave behind its days as a regional micro-brewery.

Mike Hitchen, founder, head brewer and managing director of the brewery explains: "There's no magic involved in producing a good beer. It takes hard work, great ingredients, craft developed over many years and a real passion - qualities that are now being recognised by drinkers and, consequently, the larger pub chains. They have realised they can't afford to ignore customer demand for real ales any longer.

He added: "Traditionally, I think potential customers have been put off drinking cask-conditioned beers by the perceived bitter taste, but brews like Manchester IPA are changing those perceptions.

"Now there are so many different beers available, from beers bursting with fresh biscuity tastes and maybe hints of dark chocolate, to zesty citrus flavours, that there really is an ale for everyone.

"Thanks to modern venues like those provided by Wetherspoon, stereotypes about real-ale drinkers are becoming outdated."

Hitchen added: "Wether-spoon is renowned for its painstaking selection of traditionally-brewed beers from all over the country, rightfully placing emphasis on feedback from its customers, so we are delighted to be joining a select band of specialist brewers proudly stocked by its landlords."

Founded in March 2004, the 3 Rivers brewery began by brewing just 72 gallons of ale per week.