Rooster’s Celebrates Dual Sainsbury’s Listings
Sainsbury’s has added two beers from Rooster’s Brewing Co.’s line-up to its range of independent beers within a selection of the supermarket’s Northern stores.
Yankee, the Harrogate-based brewery’s flagship pale ale (4.3%), first brewed over thirty years ago and named as a nod to being the first of its kind to use imported hops from the USA. Hazy Faced Assassin, a hazy IPA (5.7%) launched by Rooster’s in May this year has also been selected in 440ml cans.
The dual listing not only reflects Rooster’s continued innovation but also celebrates over three decades of brewing excellence. Founded in 1993, at a time when brown, malt-heavy ales dominated the market, Rooster’s helped redefine British beer with Yankee proving to become a pioneering pale ale that introduced drinkers to the bright, citrus-forward character of American hops.
The launch of Yankee in 500ml bottles across 26 selected stores in Yorkshire takes the Harrogate based brewery back to its roots, as it marks Rooster’s return to the package type for the first time in nearly a decade, with the brewery having been one of the first in the country to install a canning line back in 2014.
At 5.7% ABV, Hazy-Faced Assassin is a crushable, flavour-forward IPA that punches well above its weight. Brewed with a bold blend of Citra, Galaxy and Mosaic hops, it delivers a tropical hit, with standout notes of mango and peach. True to its namesake, Rooster’s flagship IPA, Baby-Faced Assassin, the new addition to the brewery’s line-up is also ‘deceptively drinkable, not to be taken lightly.’ Both gluten-free and vegan-friendly, the beer has already found success within Morrisons, Co-op and ASDA, who were quick to include the beer within their respective craft ranges.
“We’re proud to have both Yankee and Hazy-Faced Assassin sitting side by side in Sainsbury’s,” said Tom Fozard, Rooster’s Commercial Director. “Yankee is where our story began; over thirty years since it was first brewed it continues to be a very sought-after beer in all pack types. Equally, but for very different reasons, Hazy Faced Assassin is very much a beer of the here and now, so its particularly pleasing both have been selected side by side. Both beers embody our love of hops and unwavering devotion to brewing fantastic pale ales and IPAs.”
