Aldi Scottish Beer Festival

Gen!us Craft Lager will be a fresh addition to Aldi’s line-up for its summer Scottish Beer Festival. Kicking off in Aldi’s 96 Scotland stores on Thursday (29 July), the beer festival is Genius Brewing’s first Scotland-wide listing with a major national retailer and presents an exciting opportunity to introduce their light craft lager to Aldi customers.

Despite lockdown, Genius Brewing has seen turnover double over the past year. COVID has put health and obesity at the top of people’s agenda which is helping drive the trend for lower ABV, low calorie light beers. A high-profile appearance on Dragons’ Den in April* has proved a key catalyst in the company’s brand awareness and sales growth. Ecommerce is up 50% across Amazon and the Genius Brewing website, while in August, Gen!us Craft Lager will list in 350 Spar stores across England and Wales. Launching in Aldi’s Scottish Beer Festival is another big step in company’s ambition to become the UK’s number one light craft lager brand.

 Charlie Craig, Co-founder, Genius Brewing, said: “As a Scottish business, launching with Aldi in Scotland is a key milestone. We’re delighted to be working with a major retailer who recognises the huge trend for healthier drinking, and having Gen!us available in Aldi’s 96 Scotland stores, from Inverness to Hawick, is a fantastic opportunity to share our low calorie craft lager with beer lovers across the country.”

 Graham Nicolson, Group Buying Director, Aldi Scotland said: “Our summer Scottish Beer Festival has launched at exactly the right time, giving Scots the chance to sip on cold, refreshing beer during a rare spell of good weather. To mark this, we wanted to do something a bit different, and have created a fun quiz which helps people explore the range and find the right craft beer for them.

 We are all naturally drawn to the products we are most familiar with, and while it might not be an exact science, our ‘Which Brew Are You’ quiz will allow customers to discover new tastes and flavour profiles. Every beer we have in stock is of an exceptionally high quality and is sourced locally from top breweries, so no matter your choice, you won’t be disappointed.

We are committed to supporting the Scottish craft beer industry and are exceptionally proud of the relationships we have established with local breweries. As we look to the future, we will remain committed to our suppliers and will continue to grow our partnerships.”