Asda already works with a number of small breweries and it had conducted a trial in Yorkshire this Spring, which has already seen beers like Hambleton Ales go on sale in stores across the region under the supermarket’s Yorkshire’s Best range.
The success of the trial prompted the deal, which will come into effect in all of its 265 stores throughout Britain by June 2005.
Ged Futter, regional beer buyer at Asda said: “Teaming up with SIBA will enable us to accelerate our already successful local sourcing initiative.”
SIBA will be responsible for sourcing new local beers, consolidating orders and processing payments to the micro-brewers, as well as arranging deliveries to stores.
Nick Stafford, SIBA commercial director, said: “We are delighted that Asda is pioneering our direct delivery scheme in the off-trade. The inherent flexibility of the scheme is underlined by its adoption by a major retailer. It is a highly significant extension of our campaign to enable retailer, brewers and drinkers to all profit from local excellence.”