Local beer boom for Asda?

25 June, 2010

Asda has reported sales of local beers have increased by 59% thanks to consumers watching the World Cup at home.

Research conducted by the supermarket found that 92% of its shoppers said they would be staying in to watch the matches but wanted to enjoy beer they could get from their local pub at home.

Regional brands such as Bath, St Austell and Skinner are fending off competition from bigger brands such as Budweiser, Carlsberg and Foster’s, according to Asda.

Drew Tiffin, buying manager for BWS, said: “Shoppers have been getting behind England in more ways than one during this World Cup and buying the same beers they would be enjoying in their local at a fantastic price. England is dominating in beer sales compared to big beer brands.”?All local beers are on a multibuy deal of three bottles for £4 during the tournament.

Paul Dover, category planner for local sourcing, said: “Research shows that over half of shoppers are now buying local food in their weekly shop and actively choosing local suppliers ahead of big brands – it seems this has now filtered down through to beers and wines.”?The bestselling local beers at Asda are Bath Ales in the south; Sharp’s Doom Bar Bitter and St Austell Proper Job in the west, and Timothy Taylor’s Landlord in Yorkshire.

The spokeswoman said: “It seems shoppers in the south and west of England are breaking the trend that they traditionally prefer to drink lager as brands from that region are performing extremely well.”

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