The international award winning Salt Beer Factory has been chosen to join an imaginative Tesco initiative highlighting innovative young brands.
Launched in 2017, the Tesco Incubator Programme is designed to assist carefully selected entrepreneurial brands ‘that have the potential to offer something different and exciting for Tesco customers’.
SALT was launched only two years ago bringing together heritage with modern brewing to produce exceptional, hop-forward and cutting edge craft beers.
The 20 hectolitre plant, complete with a modern taproom, is sited in a Grade II listed former Edwardian tram-shed at the heart of the UNESCO World Heritage village of Saltaire, created by 19th century philanthropist Sir Titus Salt.
SALT’s first year saw double acclaim at the fiercely fought World Beer Awards, scooping UK gold medal in the Black IPA class for ‘Answer is None’ (7.2% abv) and UK bronze in the American IPAs for ‘Alpaca DDH IPA’ (6.6% abv). *
Since 2018 Tesco has supported 28 brands under the incubator initiative. SALT is only the fourth selected brewery and follows renowned trail blazers such as Brewdog, Thornbridge and Camden.
Tesco said: “By helping young, innovative brands grow and reach their potential, we can offer even more choice to our customers. Through a comprehensive year-long programme, these suppliers will benefit from learning events run by Tesco’s Product Team, help in understanding the needs of customers and using customer insight in developing their brands and advice on merchandising products more effectively.
“The brands will also have the opportunity to share experiences and best practice with other young brands. It’s never been more important to offer our customers affordable products that are sourced and made in a sustainable way, so this year’s intake of brands reflects this aim.”
The Incubator Programme builds on developments in recent years of ways of working in partnership with suppliers. It is part of a wider invitation for all suppliers to innovate and grow business with Tesco, while ‘we can continue to provide our customers with fantastic, innovative new products’.
Nadir Zairi, managing director of Salt Beer Factory, said: “Being selected for the incubator scheme is terrific recognition and a huge achievement for us. We are extremely proud to be in such esteemed company. We have a great relationship with the Tesco team and we are brand embedded and inspired by our local history. Our relationship with Tesco allows us to grow our brand to tell our story nationally and showcase our exciting, creative beers in a vibrant craft beer industry.
“This is even more important when taken in the context of the impact COVID-19 has had on the brewing and hospitality industry. SALT is very proud to be only the fourth brewing brand on the scheme, following in the footsteps of three illustrious brewers. ”
Ends/Ref Ossett PR24a
Notes to editors:
Ossett Brewing Company has invested more than £3m in recent years in brewing capacity, warehouse facilities and new packaging resources, together with the new SALT Beer Factory at Saltaire, Bradford. SALT is an award winning, hop forward, micro-brewery and entertainment venue in a Grade II Edwardian tram-shed at the heart of the UNESCO World Heritage village.
Leading Ossett brands Yorkshire Blonde, Silver King, Brunette and Excelsius are sold across the Ossett Pub Company estate of 29 pubs alongside hundreds of free trade accounts and selected wholesalers. Ossett has won many national and regional awards since the brewery’s inception in 1998. Silver King (4.3%abv) claimed a gold award and Excelsius (5.2%abv) was runner up in class at the World Beer Awards 2020 (www.worldbeerawards.com). Further WBA acclaim came with stout Yorkshire Treacle (4.8% abv) snatching silver in the hotly contested Flavoured Porter/Stouts category.
During the coronavirus lockdown Ossett introduced both a local click and collect and a nationwide delivery service for Ossett and SALT brands which remain available at www.ossett-brewery.co.uk or by telephone on 01924 261333
Press release from Ossett Brewery
For further information or photographs please contact: Leanne Jackson Group Marketing & Events Manager on 01924 261333 or email: leanne@ossett-brewery.co.uk