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Food and DrinkLaunch of New Pineapple Pale from SEVEN BRO7HERS Brewing Co

Launch of New Pineapple Pale from SEVEN BRO7HERS Brewing Co

The Salford-based brewery, SEVEN BRO7HERS BREWING CO, will launch a Pineapple Pale Ale this year, just in time for Summer!

The beverage will be available in Asda stores from May 25th where the 440ml can will be added to the supermarket’s seasonal rotation of craft beers. The fresh fruity pale is set to join the shelves with the brewery’s much-loved Juicy IPA – which has been a permanent option in stores since 2021.

The Pineapple Pale Ale will be available in 280 of ASDA stores across the UK, RRP £3.00. Ready for BBQ season, this beer is a fruity explosion. At 5% ABV, it packs a tangy pineapple punch, perfect for drinkers looking for a light and fresh drink.

The vegan beer was initially designed by head brewer Jack Dixon as part of a celebration series for the brand in 2021. Back by popular demand, tweaked and reworked for ASDA’s customer profile, the beer will be available until November.

Jack – who has been with SEVEN BRO7HERS for more than six years – is part of the talented team behind some of the company’s most exciting brews, including the Kellogg’s upcycled cereal beers, and the award-winning Honeycomb Pale Ale which has also featured instore as an ASDA special.

CEO Keith McAvoy said: “The launch of Pineapple Pale Ale in ASDA really speaks to the talent of our brewing team – its fresh, fun, and sessionable – perfect for summer. We are proud to see it revisited, the recipe reworked to be the best it could be and ready for ASDA shoppers.

“To see another of our special edition range land in ASDA stores is a great moment for our business. As one of the UK’s biggest superstores, it is a fantastic platform for customers to explore all that SEVEN BRO7HERS has to offer and makes craft beer accessible for everyone. In a tough climate for the beer industry, it is a win for our brand and supports our growth.”

In March, SEVEN BRO7HERS collaborated with ALDI to produce two unique beers for the discount retailer. The Watermelon Pale Ale and Passion Fruit Pale Ale – under the ‘Hop Foundry’ banner – are now available in 850 ALDI stores nationwide.

This month the brewery has also launched its first ‘Helles’ lager, adding it to its core range. The beer is aimed at appealing to everyone who loves to drink a lager and rivals the best in the business, it is now available via the brand’s new redesigned webstore and trade buyers.

SEVEN BRO7HERS BREWING CO was founded in 2014 by McAvoy brothers, Guy, Keith, Luke, Daniel, Nathan, Kit, and Greg, inspired by their dad’s home-brewing in their cellar at home. In January 2023, the brewery joined forces SIS4RS DISTILLERY putting all 11 McAvoy siblings under one roof in Salford – making SEVEN BRO7HERS BREWING CO home to largest alcohol family business in Europe.

In the last two years SEVEN BRO7HERS has significantly grown its listings portfolio. The brewery is also currently listed select Co-Op & SPAR stores, Booths Supermarket and Amazon.

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