Independent Manchester brewer, JW Lees, has secured a listing in Asda for its Manchester Pale Ale (MPA).
Branded ‘The Real Refreshing Alternative’, MPA is now available in 23 of the retailer’s North West stores.
Aimed at the younger real ale drinker, the thirst-quenching beer is true to its Manchester roots and embodies the essence of the city – alternative, distinctive and proud. MPA is a beer that you can take out of Manchester but you can’t take Manchester out of the beer.
The launch of MPA was a significant step in the history of the family-owned business which has a long-standing reputation for delivering drinks to the traditional real ale drinker.
JW Lees managing director, William Lees-Jones said: “A growing demand for pale ales among a younger audience has enabled us to expand into new markets and create a modern, refreshing and very drinkable beer.
“Partnering with Asda allows us to reach further into this new market, delivering a refreshingly alternative experience to real ale drinkers, both old and new.
“Investing in the pale ale category is part of our continued mission to be the most exciting brewery in North England, if not the UK.”
Michelle Payne, customer planning manager at Asda, is looking forward to seeing the customer reaction to the launch. She said: “Asda supports local brewers and we’re always keen to listen to customers about what local products appear in our stores.
“We can’t wait to see the response to the launch of MPA as its unique texture is synonymous with Manchester, making it perfect for the company’s first retail offering.”
The fresh flavour of MPA is achieved using a balance of Liberty and Mount Hood hops with British pale ale malt, which results in a beer style that is refreshing with zesty and fruity hop flavours and golden colour.
MPA is 3.7% ABV on draught and is brewed at 4.1% exclusively for bottle. It is available in bars and pubs throughout the UK in cask (9g and 18g) and 500ml bottle format.
The pale ale’s contemporary branding takes inspiration from Manchester’s iconic stock brickwork and its gold embellishments make MPA achieve real stand out from the traditionally branded pale ales.
The ale was launched in Manchester on April 17th at JW Lees’ Rain Bar with help from ex Happy Mondays’ legend Bez and BBC presenter and Mancunian Mark Radcliffe. Since then, more than 275,000 pints have been sold.
MPA is currently available in 72 pubs in the UK. Visit www.manchesterpaleale.com for further details.