St Peter’s Brewery secures Asda deal
PUBLISHED: 12:23 14 October 2010
EAST Anglian brewing company St Peter’s has secured a listing deal which will see three of its beers stocked by branches of supermarket giant Asda across the region.
St Peter’s India Pale Ale, which won a beer competition run by Asda last year, will be appearing on the retailer’s shelves in Suffolk, Essex and Norfolk and into north London, across an area stretching from Great Yarmouth in the north to Romford in the south. Also included in the listing deal, achieved through wholesale distributor Elveden Fine Foods, are St Peter’s Old Style Porter and St Peter’s Golden Ale.
The brewery, which is pased at St Peter’s South Elmham, near Bungay, already has one of its beers in Asda stores nationwide, another two stocked in 170 stores in the north of England and three others stocked in East Anglian outlets, meaning that some Asda stores in the region will now have up to seven St Peter’s Brewery beers.
Colin Cordy, managing director of St Peter’s Brewery, said: “We’ve always enjoyed a good relationship with them and it’s not only great for the new business it brings us but it raises our profile and brand awareness on our own doorstep.”
St Peter’s was founded in 1996 by chairman John Murphy, a world-renowned branding expert, who believed UK brewers were missing out on export opportunities for traditional British ales.
Today, exports account for around half of St Peter’s Brewery’s beer volume, with its products on sale in 32 countries, from the United States to Sweden and from Russia to Canada, the company’s biggest export markets.