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26th May 2021

Magic Rock launches NPD into major supermarket retailers

Huddersfield-based craft brewery Magic Rock has launched two brand new NPD’s into major supermarket retailers Asda and Waitrose. Psychokinesis (6.5%ABV) will be going into Asda stores on 26th April with Chameleonic (6.0%ABV) launching into Waitrose stores mid-May both using 440ml canned formats.

Psychokinesis (6.5%ABV) is an experimental New England IPA featuring an expressive tropical aroma of Pineapple, Mango, and Coconut followed up with a fruity flavour full of stone fruit and lime. The sweet aroma and flavours of the IPA are brewed with a combination of Simcoe, Citra, Sabro & Mosaic hops and balanced out with a moreish herbal bitterness aftertaste. Psychokinesis is available in Asda from the 26th of April with RRP £3.00.

Chameleonic (6.0%ABV) is a DDH IPA which harnesses a punchy cutting edge hop blend of Ekuanot, Mosaic, Nelson Sauvin & Loral from the USA. The IPA’s aroma boasts scents of citrus peel, peach and mango followed up with bold fruitful flavours that combine mango, guava and light grapefruit zest. Larger than life with flavour, there’s a thick mouthfeel complemented with low bitterness making this a beer with the ability to match any occasion. Chameleonic is available in Waitrose from mid-May with RRP £3.00.

Magic Rock prides itself on satisfying those with dietary requirements, which is why both Psychokinesis and Chameleonic are suitable for vegans and its entire core range is registered with The Vegan Society and contains several gluten-free options.

Customers of Magic Rock Brewing are eligible for Little World Beverage’s Cash Flow Scheme which aims to support pubs and bars post-lockdown. Venues that agree to list its beers for 12 months are entitled to free stock, up to a maximum of 12 kegs for three lines. For any enquiries, please email

About Magic Rock:

Inspired by local brewing traditions and the vibrant US craft beer scene, Magic Rock Brewing is the culmination of a lifelong passion for beer. The brewery was founded in 2011 by Richard Burhouse (aided by head brewer Stuart Ross) in an old out building of the family business in Huddersfield, West Yorkshire. Alongside a distinctive core range, Magic Rock produce an ever-changing line up of idiosyncratic beers with an innovative quality driven approach. For more information about the company and products visit

Press release from Storm Communication on behalf of Magic Rock

For further product information, samples or high res imagery, please contact the press office on  020 7240 2444, or email