Weekender: ‘Fan-designed’ beer launched by rugby league club

Hull Kingston Rovers has announced the launch of its branded beer, Kit Room Craft, in a partnership with fans and a local brewery.

The canned craft beer, produced by Holderness-based Great Newsome, has been launched online, as well as at retailers and licensed premises across the city. It will also be available at the KCOM Craven Park Fan Experience Zone when it reopens. It is currently closed until further notice following damage during strong winds at the end of November.

Supporters of the club helped influence the style of the beer with a blind tasting session and vote before the London game during the Super 8s in September. The results led to Great Newsome brewing a crisp golden ale with tropical fruit aromas and a refreshing citrus bitterness suited to the tastes of craft ale drinkers but also to fans of traditional beers.

A striking brand has been created featuring famous and iconic Hull KR shirts from throughout the club’s history to honour its rich heritage.

Hull KR’s head of marketing, Craig Franklin, said: “We are so excited to finally reveal our official beer, which forms part of our plans to freshen up certain areas of the club ahead of the new season.

“Fans told us through our Big Listen survey that they would like to see a wider selection of beers on a matchday with an emphasis towards local and craft ales, and this ticks all the boxes.

“It’s great that supporters had a say in the final taste and that we chose Great Newsome Brewery which won two World Beer Awards this Autumn along with a Great Taste and SIBA Award. We are confident that they have created a high quality beer that will prove to be very popular.”

Great Newsome director Matthew Hodgson said that the farm-based brewery, which grows its own malting barley, had been overwhelmed with interest from fans of the club, beer lovers, and local retailers since the initiative had been announced in September.

“The tasting session was a huge success and we even run out of samples,” he said. “The fans were so keen to give us feedback so we had a lot to consider and work on. It also marks our first beer in a can, so it’s a milestone for us in more than one way.”