Tesco is launching a brewing competition, giving small producers the chance to win a national listing and potentially lucrative, free advertising.
The Brewing Awards will incorporate the existing Tesco Beer Challenge and for the first time include two new categories, Best New Imported Beer and Best Innovation in Brewing.
Tesco said it offered small brands the chance to become national players and also demonstrated its commitment to bringing consumers a wider choice of “unique and innovative” products which have struggled for shelf presence.
Senior beer buying manager James Mackenzie said four previous Beer Challenge winners had gone on to become top 20 premium bottled ales. “We decided it was time to step the whole thing up a gear under a Brewing Awards banner,” he said. “The Brewing Awards stand for excellence, quality and greater choice for all our customers. We are supporting innovation in the market and the many great products which have not been able to find a route to market.”
Harviestoun brewery in Alva, Scotland, has won the Beer Challenge three times since 1999 with brews that include Liberation and Old Engine Oil.
Owner Ken Brooker, who now produces 800,000 bottled beers a year, said: “Winning really put us on the map. We had never produced bottled beers before the contest and it gave us the push to expand into this area.”
More than 80 brewers have entered the awards.Winners, who will be announced on September 23, will be awarded an exclusive listing, as well as in-store marketing.
Claire Hu
The Brewing Awards will incorporate the existing Tesco Beer Challenge and for the first time include two new categories, Best New Imported Beer and Best Innovation in Brewing.
Tesco said it offered small brands the chance to become national players and also demonstrated its commitment to bringing consumers a wider choice of “unique and innovative” products which have struggled for shelf presence.
Senior beer buying manager James Mackenzie said four previous Beer Challenge winners had gone on to become top 20 premium bottled ales. “We decided it was time to step the whole thing up a gear under a Brewing Awards banner,” he said. “The Brewing Awards stand for excellence, quality and greater choice for all our customers. We are supporting innovation in the market and the many great products which have not been able to find a route to market.”
Harviestoun brewery in Alva, Scotland, has won the Beer Challenge three times since 1999 with brews that include Liberation and Old Engine Oil.
Owner Ken Brooker, who now produces 800,000 bottled beers a year, said: “Winning really put us on the map. We had never produced bottled beers before the contest and it gave us the push to expand into this area.”
More than 80 brewers have entered the awards.Winners, who will be announced on September 23, will be awarded an exclusive listing, as well as in-store marketing.
Claire Hu
No comments yet