With a total of 25 new lines launching in stores from the 13 new suppliers, the supermarket giant aims to meet the growing demand as customers look for more premium products from local brands.
As well as working with Isle of Arran, Isle of Skye, Loch Ness and Kelburn breweries, the supermarket has also built a relationship with Craft Beer Clan to recruit the additional nine craft beer lines from; Deeside Brewery, Eden Mill Brewery, Jaw Brewery, Knops Brewery, Lerwick Brewery, Stewart Brewing, Loch Lomond Brewing, Wooha Brewing and WEST Brewery.
Brian O’Shea, Asda’s regional buying manager for Scotland, said: “The craft beer culture continues to grow, and it’s clear customers are trading up to more premium beers, particularly ones which come from local brands.
“The new lines we have launched are all premium quality and will give customers a new more local choice, with a variety of flavours to suit every palate and occasion.”
Working closely with the Craft Beer Clan, Asda has ensured a strong geographical spread from all regions across Scotland.
For Isle of Skye, Jaw Brewery, Knops Brewery, Lerwick Brewery, Stewart Brewing, Loch Lomond Brewing and Wooha Brewing, the deal will be their first major supermarket retail listing.
Heather McDonald, head brewster and owner of WooHa Brewing Company, commented: “We are delighted to have secured our first major supermarket listing with Asda thanks to our relationship with Craft Beer Clan.
“Although we’re currently one of the youngest microbreweries in Scotland having just celebrated our first anniversary, this new deal is a great example of the supermarkets commitment to supporting Scottish suppliers no matter how big or small the brand.”
Chris Miller, director at the Craft Beer Clan of Scotland, added: “The Craft Beer Clan works hard to promote Scottish craft beer at home and abroad, and it's fantastic we’ve been able to work with a major retailer such as Asda.”
The new deal will see the 25 new beer lines stocked in almost all stores across Scotland from this month.