Majestic’s customers choose international beer

Majestic is asking its customers to choose a new international craft beer as it launches its annual Beer Festival this weekend.

Last year’s beer festival saw customers trial craft beers in store

The chosen international craft beer will do on shelf across its 210 stores from February next year.

The choice is between two beers, Einstok Toasted Porter from Iceland and American beer Abita Purple Haze from Louisiana, with customers voting for their favourite during the festival. The weekend’s event will see a range of craft, international and local beers available to taste, with store managers running one-hour Beer Masterclasses in stores.

Managing director of Majestic Retail, John Colley pointed out that there was more to Majestic than just wine. “We have a better selection of craft, international and local beer than anyone else and the best people to guide customers through the range,” he said.  “We want our customers to tell us what they like, not for us to tell them what they should like! Rather than following trends, we want the British public to set their own and we’re uniquely placed to make this happen.”

Last year’s beer festival saw the 200-strong Beer Team – a team of customers selected by individual Majestic stores – vote a British craft beer into the Majestic range, with Naked Ladies from Twickenham Fine Ales winning the top spot out of a choice of eight regional beers. It was added to the range in April.

The wine specialist has upped its focus on craft beers in recent years after seeing sales of small batch beers rise around 164% in 2014.