Brewer signs major distribution deal with supermarket giant

A West Yorkshire independent brewer has secured a deal to have one of its products sold nationwide in nearly 300 Tesco stores.

Saltaire Brewery’s Velocity IPA beer will be available in 330ml bottles in 292 Tesco stores from this week.

Credit: Saltaire Brewery

The 4.1% ABV ale was first launched in 2018 as part of a fresh new range of 330ml bottled and keg beers, when the brewery rebranded. Since its launch, Velocity has won fans among drinkers by becoming the most popular beer in Saltaire’s 330ml range, and has also attracted wider attention in the brewing industry.

It won a UK bronze award in the 2019 World Beer Awards held last week and two Society of Independent Brewers North East awards in 2018. It is now available in cans as well as bottles, and keg for on trade.

Saltaire Sales and Logistics Director, Nick Helliwell, said: “Having supplied Tesco successfully for many years regionally, as local producers, this national distribution for Velocity is a tremendous endorsement from Tesco for our beer and our team, we couldn’t be more pleased.

“It’s an exclusive deal so Tesco will be the only supermarket selling 330ml Velocity bottles nationwide in store until February 2020.

“I’m sure Saltaire’s fans across the country will be as delighted as we are. And now with Tesco’s help we’re bringing Velocity to even more people.”

Hugo Murray, Buying Manager for Ales and Stout at Tesco, added: “With beers ever evolving, it was great to see Saltaire try a new direction with Velocity. Building on the success of their existing range Velocity is vibrant, session-able and packed full of flavour. It will be really exciting to see it in the national range.”

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