Sainsburys beer hunt underway

Over 120 entries have been received from 52 brewers, who have been divided across regional categories of Edinburgh, Uttoxeter, Watford and Bristol.

Each heat will see 100 selected customers and trade representatives decide on four beers to go into Sainsbury’s stores for three weeks during September. The two best performing beers from each region will then proceed to the grand final on 30 September, where two overall winners will be announced.

The winners will be guaranteed a six month listing in Sainsbury’s stores across the UK from November this year.

Justin James, BWS category manager for Sainsbury’s, described the initiative as “a fantastic way of supporting the great British brewing industry and offering something new and exciting for our customers.”