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ROBINSONS EXPANDS CRAFT BEER RANGE AS SUPERMARKET SALES CLIMB

Robinsons brewery expands craft beer range with Beardo and Mojo
Robinsons brewery expands craft beer range with Beardo and Mojo

Stockport-based brewer ROBINSONS has created two new craft bottled beers – BEARDO (a full bodied golden IPA for ‘serious beardos’ at 6% abv) and MOJO (a tropical straw coloured pale ale that ‘arouses’ the senses at 5.5% abv) – to answer the heightened demands for craft beers in supermarkets and to celebrate their 18% like for like growth in the off trade.

Citing the rise of “craft beer” combined with the consumer’s thirst for “choice”, Kate Flanagan, Robinsons’ Off Trade and Export Sales Manager, said the business is reaching out to a new audience of drinkers:

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. This is not about launching permanent products. It’s about listening to what customers want and adapting our portfolio accordingly. Beardo and Mojo are vastly more liberal, daring and creative than some of our previous brands and we hope this shift will keep our range fresh and exciting.”

For those who recognise the names, yes… Robinsons have taken inspiration from the names of their popular seasonal ales – 2015’s Mojo and 2016’s Beerdo – and bottled them for the off trade and export markets. This means last orders for Steam Lager and 9 Hop IPA.

According to the brewery, its two new beers have already received listings from “several key supermarkets” with Morrisons, the Co-Op, Asda and Bargain Booze all committed to stocking the beers in over 1,300 stores across the UK.

Ben Robinson, Director of Sales for Robinsons Brewery, added:The continued growth of our off trade division is representative of the rise in popularity of craft beer in the UK; which is now worth £420m. This demand is helping Robinsons to branch out into new markets and share our brewing passion with the next generation of craft beer drinkers around the UK, and indeed the world. And most importantly, we’re having a great time doing it. Beardo and Mojo have allowed us to have some real fun with our state-of-the-art brew house and explore some new styles that Robinsons aren’t synonymous with. It’s an exciting time for Robinsons and for British craft beer.”

The company, which is best-known for producing Old Tom (arguably one of the best and oldest craft beers in the world) and TROOPER (one of the most innovative partnerships in recent years with rock group Iron Maiden), said today that Beardo and Mojo will be available to both off trade and export markets in 33cl bottles; the brewery now ships to over 50 countries worldwide.

In off trade, the beers will be available on the following shelves:

  • Morrisons: Beardo in 379 stores and Mojo in 383 stores across the UK from 9th January
  • The Co-Op: Beardo and Mojo in over 550 stores across the UK from mid-March
  • Asda: Beardo and Mojo in local stores across the North West from mid-March
  • Bargain Booze: Beardo available in selected stores from spring

Beardo and Mojo will also be available at selected Robinsons pubs, in store at Robinsons Visitors centre and online at www.robinsonsbrewery.com/shop.

For more information on how to stock these beers please contact kate.flanagan@frederic-robinson.co.uk

BEARDO: ‘Cultivating the finest facial furniture is a complex task. The discerning beardo wearer deserves a tipple of hoppy intensity to complement their efforts. Cut through the fuzz with hits of a fruity citrus zing. An IPA for serious beardos.’

MOJO: ‘Clean, refreshing straw coloured ale with exotic hops from America and New Zealand. Mojo flings luscious, tropical fruit onto your expectant tastebuds and has an aroma to arouse the senses.’

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