The brewery’s director of sales Ben Robinson told The Morning Advertiser the company placed “considerably more” effort in its pubs despite the increasing demand for craft beer being sold in the off-trade.
The Stockport-based company released two craft beers - 6% ABV Beardo and 5% ABV pale ale Mojo - for the off-trade and export markets.
Brewing passion for younger drinkers
Robinson said: “As a pub owner and a pub operator we believe the pub is a fabric of the community and that beer is best enjoyed in a pub. We know that lots of people who use our pubs enjoy our beers at home as well.”
He added: “Our tenants are managers and it is absolutely crucial that we support them.
“The level of investment that we've put into our pub estate and the amount of innovation we’ve put to produce the products far outweighs what we do for the off-trade.
“However, our pubs are concentrated in the north-west of England and we want people all over the country to enjoy the beers and the off-trade is the best vehicle for the off-trade.”
Supermarkets such as Morrisons and Asda and off-license chain Bargain Booze have already committed to stocking the beers in more than 1,300 stores across the UK.
The company also released two of its own-brewed best-selling beers - Iron Maiden’s Trooper and Dizzy Blonde - in the off-trade, both of which performed “very well”.
He added: “Most of our core cask range, which are always brewed through our pubs first and foremost, but they also have homes in the off-trade.”
‘Thriving’ craft beer revolution
Robinsons’ off-trade and exports sales manager Kate Flanagan said: “As the craft beer revolution continues to thrive and evolve, bringing with it new waves of flavours, supermarkets are expanding their craft beer ranges.
“This provides a great opportunity for Robinsons to tap into a new type of discerning, younger drinker who is attracted to craft bottled beer, thirsty for choice, and open to innovation and change.”
Flanagan claimed the move came as a way to adapt the company’s portfolio and listen to its consumers.
Which stores will sell Robinsons’ beers?
- Morrisons will sell Beardo in 379 stores and Mojo in 383 stores across the UK from 9 January.
- The Co-op will stock Beardo and Mojo in more than 550 stores across the UK from mid-March.
- Asda will sell Beardo and Mojo in local stores across the north-west of England from mid-March.
- In Bargain Booze, Beardo will be available in selected stores from spring.