With the new listings set to take effect from 1 May, the brewer’s 440ml export cans will be available in 43% of Sainsbury’s’ stores across Wales, while its four packs of 330ml export bottle and 12 packs of 330ml lager bottle will land in 58% of Asda’s stores in the country
This is in addition to the 330ml export bottles which are already stocked by Asda.
The new listings come on the heels of the beer maker’s brand refresh, which took place last month (March 2024), while the business continues to harbour ambitions plans under the leadership of drinks industry veteran James Wright.
Wright joined the business as CEO in September 2023 and described the agreements with Asda and Sainsbury’s as “fantastic news for the brand” on its journey to strengthening its portfolio and “becoming more widely available”.
“We have seen a huge surge in demand for Wrexham Lager following the town’s rise in popularity following Welcome to Wrexham and we’re looking forward to continuing to grow our off-trade channel with our retail partners.”
Brewed in Wales since 1882, the Wrexham Lager is the oldest lager brewery in Britain.
After ceasing operations for a period following the turn of the century, the Roberts family relaunched the brand in 2011 and it continues to be family owned to this day.
In an extended interview with Food Manufacture, Wright laid out the vision for the brewery under his leadership.
“Wales has a lot of small and medium-sized enterprises (SMEs) but only a few have built a brand on a global scale,” he said.
“Penderyn whisky has started to achieve this kind of footprint after 20 years, and we believe that the Wrexham Lager name can help propel brand Wales and achieve a high reach quickly.”
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