Outland, the craft beer range from Badger Beers comprising Hazy IPA, Ginger Pale Ale, and West Coast IPA, is going on-shelf in 400 Tesco stores.
This listing means that, by the end of March, Outland will be stocked across four of the ‘big five’ 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, says Badger.
Future additions to the range will be led by craft trends and seasonality, with popular Peach Lager set to return in the summer.
The three beers to be listed in Tesco are:
- Hazy IPA (4.2% ABV)
A refreshingly sessionable pale ale - Ginger Pale Ale (5% ABV)
A balanced yet punchy beer with spicy ginger notes - West Coast IPA (5% ABV)
A citrusy pale ale with a powerful hop character which, to date has been, available exclusively on draught in Hall & Woodhouse pubs
“Securing listings in Tesco for Outland is a huge step for the brand and reflects its broad appeal,” said Giles Mountford, drinks marketing manager at Badger Beers.
“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.
“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.
