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16th April 2024

Baby-Faced Assassin 4-Packs To Launch In ASDA Stores Nationwide

Rooster’s Brewing Co. has seen the continued success of its highly decorated flagship IPA go from strength to strength with the launch of a new 4-pack with ASDA.

Harrogate-based Rooster’s has worked with ASDA to develop the fridge packs, a first of its kind for the brewery, which will be soon be taking pride of place on the shelves of 191 selected stores nationwide.

One of the first beers to be canned by an independent craft brewery in the UK back in December 2014, Baby-Faced Assassin has gone on to become synonymous with the Rooster’s brand and has won an enviable range of awards since; a gold medal in the small pack at the 2017 International Brewing Awards being chief among them.

Brewed with 100% Citra hops and first conceived as a homebrew recipe in 2011, inspired by classic American IPA’s at that time, the move into the 4-pack format and subsequent listing with ASDA further cements Baby-Faced Assassin as being Rooster’s best-selling small pack product.

Tom Fozard, Rooster’s Commercial Director, said: “I never could have imagined the journey Baby-Faced Assassin would go on when I first brewed it as a one-off homebrew recipe. The awards it’s won and how revered it’s become is very humbling, as is the opportunity to work with the team at ASDA to develop the new 4-packs. The opportunity this listing provides for a small, independent brewery like ours is fantastic and allows our flagship IPA to reach more and more craft beer enthusiasts across the country.”


For further information, please contact Tom Fozard on

Rooster’s Brewing Co.

Notes to Editors

About Rooster’s Brewing Company

Rooster’s Brewing Co. has always been an independent, family-run brewery, focussed on creating quality new world pale ales, with an emphasis on flavour and aroma.

It was established in 1993 by the pioneering brewer Sean Franklin, who developed a new style of beer that had, up to that point, never been tried in the UK before. At a time when most breweries were taking flavour out, Sean was trying to put more in, using imported flavourful hops from the west coast of America.

His pioneering and innovative approach began to turn heads, with Rooster’s flavour-packed beers standing out in a sea of brown beer – with its flagship pale ale, Yankee, leading the way. The awards began to pour in, with Rooster’s beers winning gold medals at the biggest and most renowned international and national beer awards.

Having won pretty much everything there was to win, in 2011 Sean decided to retire and chose to sell the brewery to Ian Fozard and his sons, Tom and Oliver, in a move that ensured Rooster’s would remain a family-owned brewery.

Ian has had an affinity with beer for over forty years, having been an active member of CAMRA since the 1970s and the founder of Market Town Taverns, which grew into a portfolio of 15 bars and pubs across Yorkshire.

Oliver, who has been brewing professionally since 2000, became the head brewer at Rooster’s, and Tom, also an active brewer, became the company’s commercial director. Oliver was awarded Brewer of the Year in December 2020 by the British Guild of Beer Writers.

In 2018, it became clear that Rooster’s was rapidly outgrowing its site in Knaresborough and in 2019 the decision was made to invest in a new state-of-the-art brewery and taproom. Finding the right location, that offered Rooster’s the opportunity to become part of the fabric of the local community wasn’t easy, but the team were delighted when the perfect space became available at Hornbeam Park in Harrogate. Over the course of 2019 and the early part of January 2020, the company created a bespoke, state-ofthe-art facility that it now calls home, in a move that saw it return to the town where Rooster’s was first started some twenty-seven years earlier.

For further information, please contact Tom Fozard on

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