Outland, the craft beer range from leading independent brewer Badger Beers, is set to go on-shelf in 400 Tesco stores from mid-February.
The deal, covering three beers from the range, marks a major increase for the Outland brand’s presence and the first ever off-trade listing for the West Coast IPA.
The three beers to be listed are: Hazy IPA, a refreshingly sessionable 4.2% ABV pale ale; Ginger Pale Ale, a balanced yet punchy 5% beer with spicy ginger notes and West Coast IPA, a citrussy 5% pale ale with a powerful hop character which to date has been available exclusively on draught in Hall & Woodhouse pubs. All three will be available in Tesco in 440ml cans.
The Tesco listing means that by the end of March, Outland will be stocked across four of the ‘Big 5′ grocers, in a total of 2,200 stores.
Badger’s launch of Outland in April 2023 gave it a presence in the craft beer market to complement the extensive distribution of its premium bottled ale (PBA) range. As a ‘mainstream’ craft brand, Outland offers the on-trend flavours and design cues seen in the sector, while being more accessible than many craft beers, giving it strong appeal to new or light craft drinkers.
Outland Initially launched with three styles, introducing a further two last summer, as part of a strategy to offer the fluid, changing line-up demanded by many craft beer drinkers. Future additions will be led by craft trends and seasonality, with the popular Peach Lager set to return in the summer.
Giles Mountford, drinks marketing manager at Badger Beers, said: “Securing listings in Tesco for Outland is a huge step for the brand and reflects its broad appeal. We’re confident Outland’s award-winning pack design will give it standout on shelf and draw in a range of consumers including current PBA and lager drinkers as well as established craft beer fans.”
He added: “We’re delighted to be selling West Coast IPA in grocery for the first time. It has been extremely popular on draught in our pubs, selling 40% more than the IPA brand it replaced, and we’re expecting it to replicate this success in Tesco. The ability to trial new Outland varieties in our own pubs and transfer them to the off-trade, gives the brand an advantage in terms of innovating quickly in the dynamic craft beer market.”
Badger will support Outland with a launch marketing drive in Tesco. The brand will also benefit from extensive exposure over the spring and summer at a series of events including BREW/LDN, Craft Beer Festival Bristol and London and other festivals. Outland will be the main bar at the Teddy Rocks music festival, held near Badger’s home town of Blandford, Dorset. All profits from the bar are donated to the Teddy20 children’s cancer charity, with Badger giving £50,000 in 2023.
Outland won the Supreme Champion title in the 2023 International Beer Challenge Design & Packaging Awards. Its simple and eye-catching design was judged the very best in the competition, which attracts entries from brewers across the world. Judges praised the ‘disruptive but reassuring’ packaging, vivid colours and clear flavour guidance to help consumers make a purchase. In addition, Outland won two Gold medals at the 2023 World Beer Awards for Ginger Pale Ale and Milk Stout, the latter also securing a 2-star Great Taste Award.
