Iceland has extended its craft beer offering with St Peter’s Golden Ale, available now in 264 stores nationwide.
The deal has already seen 12,000 cases of Golden Ale, a 4.7% abv ale coupling English Pale malts with Challenger and Goldings hops (rsp: £2.30/5ooml), supplied to Iceland stores by Suffolk-based St Peter’s Brewery.
“We are always looking to extend and develop our range of craft beers. Our customers appreciate quality British beers and we feel that St Peter’s Golden Ale will prove a popular choice,” said Iceland category manager Justin Addison.
It was an “excellent contract” for St Peter’s Brewery, said CEO Steve Magnall, who has been focusing on listings with large retailers since taking the reins of the business 18 months ago.
“Iceland has stores all over the UK, and a broad spectrum of customers, so it will really raise the profile of our brand,” he said.
St Peter’s Brewery also supplies a range of beers into Tesco, Waitrose, Nisa, Wholefoods and The Co-Op.