Outland, the craft beer brand from independent brewer Badger Beers, is set to launch in 400 Tesco stores this month.
The deal, covering three beers from the range, marks a major increase in retail presence for the Outland brand and the first off-trade listing for its West Coast IPA.
The three beers to be listed are: Hazy IPA, a 4.2% ABV pale ale; Ginger Pale Ale, a 5% beer with spicy ginger notes, and West Coast IPA, a 5% pale ale with a powerful hop character which to date has been available exclusively on draught in Hall & Woodhouse pubs. All three will be available in Tesco in 440ml cans.
The Tesco listing means that by the end of March, Outland will be stocked across four of the ‘Big 5′ grocers, in a total of 2,200 stores.
Giles Mountford, drinks marketing manager at Badger Beers, said: “Securing listings in Tesco for Outland is a huge step for the brand and reflects its broad appeal. We’re confident Outland’s award-winning pack design will give it standout on shelf and draw in a range of consumers including current PBA and lager drinkers as well as established craft beer fans.”
He added: “We’re delighted to be selling West Coast IPA in grocery for the first time. It has been extremely popular on draught in our pubs, selling 40% more than the IPA brand it replaced, and we’re expecting it to replicate this success in Tesco. The ability to trial new Outland varieties in our own pubs and transfer them to the off-trade, gives the brand an advantage in terms of innovating quickly in the dynamic craft beer market.”
Badger will support Outland with a launch marketing drive in Tesco. The brand will also benefit from extensive exposure over the spring and summer at a series of events including BREW/LDN, Craft Beer Festival Bristol and London and other festivals.
