Goose Island seeks to disrupt UK off-trade with Tesco ‘hoppy hour’

By Rachel Arthur

- Last updated on GMT

Goose Island and Tesco ‘hoppy hour’

Related tags Beer

Chicago brewer Goose Island Beer Co. is launching ‘hoppy hour’ – a multi-sensory hop-up experience - in Tesco, as it turns its attention to the UK off-trade. 

Goose Island says the activation is in response to a surge in demand in craft beer, and believes it can disrupt the off-trade by bringing in cues from pubs and bars. ‘Hoppy hour’ will run in 10 Tesco stores from November 19-29.

Goose Island says that, having seen success in the UK on-trade, it is increasing its focus in the UK off-trade. Goose Island IPA is already available in several major UK supermarkets. 

'Hoppy hour'

In the Tesco activation, a virtual reality experience will transport shoppers to the US on a tour of the Elk Mountain Hop Farm, in the Northern Idaho Valley, where Goose Island grows its hops.

Viewers can also explore the Goose Island Barrel Warehouse in Chicago, home to the largest barrel-ageing program of its kind in the US.

Drinkers can sample the Goose Island 312 Urban Wheat Ale and Honker’s Ale alongside Goose Island IPA in store for the first time as part of the hop-up experience in 10 Tesco stores.

Additional ​in-store sampling of Goose Island 312 Urban Wheat Ale and Honker’s Ale will take place across 20 Tesco stores nationwide.

Will Coates, UK Trade Marketing Manager for Goose Island said, “As demand for craft beer booms in the UK, Goose Island Beer Co. is investing in the off-trade to bring more variety to beer fans and attract new consumers to the sector.

“Consumers are spoilt for choice, and while the selection of beers available is incredible it can also be confusing. It’s exciting to be working with our retail partners to help shoppers enter the category and make better-informed choices – be it a favorite style or a new flavor.

“We want to excite and assist shoppers on their voyage through craft via sampling, education and more experiential campaigns, wherever they buy their beer.”

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