Why Signature Brew’s Asda listing marks a milestone for its beer

London’s Signature Brew has secured its first national grocery listing for its flagship beer, Roadie IPA, making it available in Asda stores across the UK. db finds out why this is a significant step for the brewery.

Speaking to the drinks business about why this development means so much to the brewery, Signature Brew co-founder Tom Bott said: “Roadie IPA was our first big hit and the beer that helped shape Signature Brew into what it is today. Seeing it now launch nationwide in Asda is a huge moment for us.”

Award-winning

Bott also noted that the session beer is “a two-star Great Taste Award winner” and has “recently been nominated for ‘Beer of the Year’ at the Brewers Choice Awards alongside some incredible brands”. Accolades that, he insisted “say a lot about the strength of feeling towards our flagship beer across the industry”.

Bott told db that the move meant that fans of the beer could gain better access to it and “by entering supermarkets for the first time, drinkers can now enjoy our legendary beer wherever it suits, from a muddy festival field, to a night in with loved ones, to your local rowdy gig venue, and of course at more than 400 great pubs across the UK”.

Moving forwards

Signature Brew Group recently restructured its beer business to resolve debts, protect jobs, and secure new investment to fuel future growth.

The brewery, which launched in 2011, is known for its collaboration brews with bands and musicians. Over the years, the brewery has enjoyed three successful rounds of crowdfunding from hundreds of investors and has been on the expansion trail, seeking both national and international reach, while working with artists such as Travis, The Prodigy, Lola Young, Hot Chip, Hospital Records, IDLES and The Darkness.

Shared values

Asda buying manager for ale, stout and cider, Ryan Truswell, explained: “We at Asda are overjoyed to have Roadie finally hitting our shelves across the country. It is a session IPA that really packs a punch at 4.3% that will go down a treat with our shoppers. It’s fantastic to be working with Signature Brew and this is hopefully the start of a long and successful partnership where both businesses are aligned on key values.”

Hinting that this was a pivotal moment for the brewery, Bott added: “Roadie is the beer that put Signature Brew on the map, and seeing it on supermarket shelves means more people than ever can enjoy it at home as well as out in their favourite pubs and venues.”

The 4.3% ABV beer will be on sale in 440ml cans in 250 Asda stores, priced at £2.97 each.

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