Asda has named Yorkshire as England’s capital of craft beer, following a study into the sales and locations of its new and improved craft beer range.
The Leeds-based supermarket found that more craft beer and a larger variety of breweries were found in the White Rose County than elsewhere in the country. In particular, the cities of Leeds, Sheffield, Hull and York were found to be hotspots for craft beer.
Asda found that Yorkshire beer drinkers were also more likely to opt for a craft beer than those from other parts of the UK.
Craft beers brewed from throughout Yorkshire are now available instore. The breweries behind the beers include:
- Atom Brewing Company, based in Hull;
- Brewing and Distilling Company, based in Dishforth;
- The Black Sheep Brewery, based in Masham;
- Great Newsome Brewery, based in Hull;
- Acorn Brewery, based in Barnsley;
- Ilkeley Brewery, based in Ilkley;
- Rudgate Brewery, based in York;
- Wold Top Brewery, based in Driffield.
To accompany the launch of the craft beers, Asda has created a craft beer map of Yorkshire, highlighting examples of some of the county’s craft beer offering from across the region.
Since Asda launched its campaign for to make 2017 the summer of craft beers with its new and improved craft beer range, sales have boomed in locations across the UK – with Brighton, Sheffield, Edinburgh, Hull Clapham and Swansea all named as craft beer ‘hot spots’.
Craft beer now accounts for ten per cent of Asda’s in-store beer offering and the supermarket chain has added over 100 new varieties to its shelves in recent weeks, in response to demand.
It has also recruited a science graduate who has been appointed into the enviable position of Asda’s Craft Beer Expert as the trend in real ales booms in the UK.
Hywel Evans is one of the only specialised craft beer buyers in the retail industry and is required to taste hundreds of different brews from across the globe every month in a mission to find the world’s finest brews.
Asda spotted his potential brewing when he joined the retailer’s Graduate Scheme after completing his chemistry master’s degree which involved a six-month research placement in California where he was able to sample some of America’s best craft beers. His background in chemistry gives him the tools to understand the real science behind the development of each and every beer and how the experimentation with combinations of flavours works to brew the perfect beers.
Craft beer has boomed in recent years (growth year-on-year of 61%) and continues to grow from strength to strength. To meet the growing demand, Asda moved to draft in an expert whose thirst for great beer has taken him to breweries big and small across the country to taste the best tipples on offer.
Mr Evans, whose official title is Ale & Craft Beer Buyer, is responsible for over 100 new craft beers being rolled out at Asda this year and is one of the youngest craft beer experts in the UK.
Hywel Evans, Asda’s Ale and Craft Beer Buyer, comments: “Saying that I buy beers for a living leaves many of my friends green with envy – it really is a dream job. Craft beer is booming at the moment and I feel lucky to be at the heart of the action in my mission to bringing Asda customers some of the most innovative and finest beers I’ve had the pleasure of tasting.”
“We want customers, especially those who currently aren’t big craft beer fans, to be able to find a beer that’s right for them and their palate. With the addition of over 100 new craft beers to our range, they’re now spoilt for choice!”