Goose Island Beer Co will launch a ‘hop-up’ pop-up in major Tesco supermarkets in the UK, as it seeks to capitalise on increased interest in craft beer.
The activation, known as Happy Hour, follows a rollout of Goose Island beers in the on-trade. The brand will invited consumers across ten Tesco stores to take part in a multi-sensory experience from 19-29 November.
As part of the experience, virtual reality will allow shoppers to explore Goose Island’s hop farm in the Northern Idaho Valley, where it grows the hops for its beers, as well as the Goose Island barrel warehouse in Chicago, home to the largest barrel-ageing programme of its kind in the US.
Additional in-store sampling of Goose Island 312 urban wheat ale and Honker’s Ale will take place across 20 Tesco stores nationwide.
Will Coates, UK trade marketing manager for Goose Island, said: “As demand for craft beer booms in the UK, Goose Island Beer Co is investing in the off-trade to bring more variety to beer fans and attract new consumers to the sector. The Hoppy Hour experience aims to educate and excite shoppers by taking them on a virtual journey to the home of Goose Island and introduce them to our great award-winning beers.
“Craft beer is the buzz word and consumers are spoilt for choice, and whilst the selection of beers available is incredible it can also be confusing. It’s exciting to be working with our retail partners to help shoppers enter the category and make better-informed choices – be it a favourite style or a new flavour. We are all about celebrating great beer and we want to excite and assist shoppers on their voyage through craft via sampling, education and more experiential campaigns, wherever they buy their beer.”
The ‘Hoppy Hour’ activation is part of a bigger off-trade strategy by the Chicago brewer to disrupt the off-trade by bringing cues from the pub and bar environment in store. It has already been activating its Hoppy Hour experience in pubs and bars across the UK this year to bring the spirit of Chicago to British craft beer fans.
© FoodBev Media Ltd 2024