Press Centre

Looking for Britain's best beer

BREWERIES across Britain are being given the chance to get innovative new products on the shelves of one of the country’s biggest supermarkets.

ASDA is launching a competition to seek out the best new beers and ciders from micro, regional and national breweries.

The reward for the winners will be a 12-week listing in ASDA stores.

Beer buyer Jill Wilson said: "ASDA is the customer champion in terms of the ranges we stock. We are continually looking at trends and introducing new products.

“We are passionate about putting the highest quality products on our shelves That’s the inspiration behind the competition – allowing breweries, from the smallest to the largest, to give consumers a chance to sample new, quality tastes.”

The competition will run across six categories:

Ale – Scotland

Ale – North England

Ale – South England

Lager

Cider

Speciality beer

One winner will be chosen from each category based on taste, packaging sustainability, design stand out and labelling. All six winners will get a 12-week listing from January 2009, with a potential extended guest listing if their product proves popular with customers.

The competition is open to national, regional and micro breweries and winners will be chosen by panel of expert judges.

Jill added: "ASDA is constantly looking for innovative products or ranges which appeal to customers. We’ve recently brought in new organic lager, fruit cider and a whole bay of low/no alcohol beer and cider to meet demand.

“We are the leading local beer retailer and our sourcing programme gives space from local micro-breweries in each of our stores.”

Entry forms are available from christopher.waters@asda.co.uk. There is no limit to the number of entries but products must be new to ASDA and have a maximum ABV of 6.5%. The closing date for entries is 31 October.

Posted in Press Centre on 29 September 2008