My Generation extends from cask to can
The My Generation Beer Co has expanded its offering on the back of securing a national supermarket deal with Asda.
The North Yorkshire-based company originally only had My Generation – a music-inspired session pale ale – available as a cask beer, but from this month it will be available in Asda in a 33cl can format.
The 4.7% abv My Generation is brewed from a blend of world hops including Cascade, Galena, Magnum and Polaris. The beer is brewed in Masham and distributed through Black Sheep Brewery.
The beer, which is the official beer partner of Mod Radio, was established by beer and music veteran Jonny Kirkham in 2014; Kirkham previously managed Jamaican beer, Red Stripe.
Kirkham said: “It is great news for My Generation as we are now in a position to extend our offering to new drinkers who share the same values and lovers of great beer and music. By bringing out new formats, we have been able to reach out to new drinkers as we have seen from the listing with Asda. This is a big step forward for the company and helps pave the way for the future.
“We are now hoping to build on this positivity and make My Generation a real hit for customers up and down the country.”