Asda showcased a selection of exclusive craft beers at its autumn/winter trade tasting yesterday, each created in partnership with a different brewery. 

The beers – all made in the north of England – include a Yorkshire Bitter, produced in collaboration with Black Sheep Brewery; a Double IPA, created with Full Circle Brew Co; a Double IPA, brewed with Salt Brewery; and a West Coast Double IPA, produced by Harbour Brewing Co. 

The supermarket also launched a Toffee Pudding Stout made with St Ives Brewery; a Pale Ale in collaboration with Tooth & Claw; and a Hazy IPA, created alongside Kirkstall Brewery. 

Catching up with Asda’s beer buying manager, Ryan Truswell explained that the team chose the styles by looking at which brews were selling best in-store, then reaching out to brewers. 

“It was a blanket approach,” Truswell explained. Then, once multiple brewers had agreed, “we did a big blind tasting. So, there were no predetermined judgements,” to choose the final liquids. 

New to the supermarket this season, Truswell said that the launch of the seven beers is part of a wider vision to expand Asda’s premium own brand. 

“Our craft range is getting big. Over the next six months, we’re planning for it to almost double in size,” he explained. “These ones are already in store, and then we have plans to launch four new ones in the new year.” 

According to Truswell, the hope is that the cans will increase average basket spend on the Asda brand, while celebrating UK brewers alongside local artists who have designed the artwork. 

Benchmark reds 

Elsewhere at the trade tasting, there was a large focus on red wine, especially of the lighter variety. 

New for this season, the supermarket unveiled a sparkling red from the Italian region of Emilia-Romagna, known for its production of this style. It is made of 85% Lambrusco and 15% Ancellotta. 

Likewise, a red-fruit-forward wine from Corsica was also new. The Île de Beauté red, created for Asda’s Wine Atlas range, is made of 85% Niellucciu and 15% Sciaccarellu. 

Other highlights included a renewed focus on new world whites, including a Chenin Blanc and a Sauvignon Blanc from The Stellenrust Estate in South Africa. 

Additionally, a Riesling and Chardonnay from Australian producer Wakefield were new for the season. Likewise, a Marsanne Viognier from d’Arenberg in McLaren Vale was also unveiled. 

An interesting tasting where beer really stole the show, Asda continues its push to be innovative while remaining affordable for consumers.