Food and Drink Hub increases Scottish craft beer presence with Morrisons ‘Scottish Beer Festival’
Food and Drink Hub (Scotland) Ltd. have been working in partnership with Morrisons Supermarkets Plc. to increase their craft beer offering within their Scottish stores.
This starts with the introduction of the Morrisons Scottish Beer Festival launching in-stores September 5th, 2016 which coincides with the launch of this year’s Scottish Food and Drink Fortnight.
By working collaboratively with the Food and Drink Hub (Scotland) Ltd. and Scottish brewers, it has allowed Morrisons to extend their craft beer range and introduce their customers to an expansive range of high quality craft beer from Scotland. This comes amidst demand from Scottish consumers for new, innovative craft beers from local producers.
The trend for Scottish craft beer continues and with Scotland now home to almost 100 breweries, it is clear that the demand for craft beers is growing as customers seek a more premium drinking experience.
Within the Scottish Beer Festival 17 lines across 11 breweries will be introduced into 63 Morrisons stores across the country, allowing consumers and beer drinkers to enjoy some of the highest quality craft beers from Scotland.
The Food and Drink Hub’s beer expert, Steve Wallace, worked with Scottish breweries and Morrisons to identify some of the best beers available from Scotland.
The breadth of the range incorporates established craft beer market leaders such as Cairngorm Brewery through to young innovative brewers such as Lerwick Brewery and Tempest Brewing Co.
Within the Scottish Beer Festival, all of the new craft beers on offer are brand new to Morrisons stores. This includes beers from Black Isle Brewery; Deeside Brewery; St. Andrews Brewery and Wooha Brewing Company.
Isla Mercer, Chief Executive of Lerwick Brewery said: “We are delighted to be part of Morrisons new Scottish craft beer range. Food and Drink Hub have done a fantastic job of coordinating this deal and understanding the collaborative nature of the Scottish brewing industry allowing this extensive range increase to happen.”
Dom Metcalfe, Sales Director from Black Isle Brewery said: “Black Isle Brewery are proud to get 3 beers listed within Morrisons for the very first time. Morrisons have always had a reputation for having an excellent and diverse range of beers from the UK and worldwide. This is now further enhanced with added depth to the regional Scottish range! Cheers!”
Tim Butler, Director of St. Andrews Brewing Company shares his views: “Supplying our award winning beers to Morrisons is great for us and we are really appreciative of the work of the Food and Drinks Hub to secure the contract. Put simply working with a store such as Morrison’s gives us the confidence to employ more staff and invest in new equipment allowing us to bring our beers to a much larger audience.”
The Food and Drink Hub’s team has over 70 years of retail and buying experience. The team includes Steve Wallace who is one of Scotland’s leading beer buying experts.
Steve Wallace, Head of Commercial at the Food & Drink Hub who worked with Morrisons on the project said:
“The craft beer scene in Scotland is thriving because of the number of breweries producing high quality liquid. Scottish beer customers want to try the vast array of different styles of beers being brewed by both established and new breweries alike. Morrisons have always had a strong heritage in selling a diverse range of quality beers and we are delighted to have worked with Morrisons and the Scottish brewing community to enhance this range further.”
(Left to right: Steve Wallace, James Laws, James Child and Chris Milne)
Morrisons Scottish Beer Festival is the first step in Morrisons extending their range of Scottish craft beers across the Scottish store estate.
The full range within Morrisons Scottish Beer Festival:
Alechemy Brewery – Talisman 330ml
Black Isle Brewery – Blonde 330ml, Yellowhammer 330ml, Red Kite 330ml
Cairngorm Brewery – Trade Winds 500ml, Cairngorm Gold 500ml, Wildcat 500ml, Black Gold 500ml
Deeside Brewery – LAF 500ml, MacBeth 500ml
Knops Brewery – India Pale Ale 330ml
Lerwick Brewery – Azure 330ml, IPA 330ml
Loch Lomond Brewery – Bonnie n’ Blond 500ml
St. Andrews Brewery – Fife Gold 330ml
Tempest Brewing Co. – Easy Livin Pils 330ml, Pale Armadillo 330ml
WEST Brewery – St Mungo Lager 330ml
Wooha Brewing Company – IPA 330ml
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