Skip to content

Boost for Badger Beers

Outland, the craft beer range from leading independent brewer Badger Beers, is going to be stocked at 400 Tesco stores from mid-February.

The deal, covering three beers from the range, is a major fillip for Outland’s brand awareness, which includes the first ever off-trade listing for their West Coast IPA.

The three beers to be stocked in 440ml can are: Hazy IPA (4.2% ABV), a refreshing session 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 – to date this has only been available on draught at Hall & Woodhouse pubs.

By the end of March, Outland will be stocked across four of the ‘Big 5′ grocers, in a total of 2,200 stores, which will provide a major boost to both brand awareness and, of course, sales.

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 more mainstream craft brand, Outland offers the currently popular flavour profiles and design cues seen in the sector, while being more accessible than many craft beers, giving it strong appeal to new or occasional craft drinkers.

Commenting on the deal with Tesco, 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.”

Many craft and artisan producers – numbers of which have declined over the last 12 months – continue to find trading challenging, with on-going cost pressures (including energy costs and increasingly stringent environmental legislation) and persistently low consumer confidence.

Having previously sampled and reviewed Badger Beers’ fine products, this is one brand that definitely deserves wider recognition.

For more information visit their website



Categorized: Marketing