Goose Island sets its sights on UK off-trade

Goose Island Beer Co is ramping up its focus on the off-trade, starting with a hop-based event in Tesco stores.

The Chicago brewer, which has already launched into the UK on-trade, has now turned its sights to the off-trade, commencing with a “multi-sensory hop-up experience”, which launches on 19 November across ten Tesco stores.

As part of this ‘Hoppy Hour’ experience, the brewer said that consumers will be “transported to Chicago on a virtual reality tour of the Elk Mountain Hop Farm in the secluded Northern Idaho Valley, where Goose Island grows its award-winning hops”.

Consumers will also be able to sample Goose Island 312 Urban Wheat Ale, Honker’s Ale and Goose Island IPA in a wider selection of Tesco stores.

Will Coates, UK trade marketing manager, 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. The ‘Hoppy Hour’ experience aims to educate and excite shoppers by taking them on a virtual journey to the home of Goose Island and introduce them to our great award-winning beers.

“Craft beer is the buzz word and consumers are spoilt for choice, and whilst 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 favourite style or a new flavour. We are all about celebrating great beer and we want to excite and assist shoppers on their voyage through craft via sampling, education and more experiential campaigns, wherever they buy their beer.”

The activation in stores is a continuation of the ‘Hoppy Hour’ experience in pubs and bars, which was launched earlier this year. 

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