• Chris

Vocation Brewery launches duo of beers into Sainsbury’s

Vocation, one of the UK’s largest and fastest growing craft beer breweries, is launching a duo of new beers into Sainsbury’s stores nationally in time for the summer, called Day Trip and Sunset Overdrive.


Day Trip is a new Pale Ale which is brewed using Mosaic and Galaxy hops to produce a hop-forward, full-bodied beer with a hint of citrus, peach and passionfruit flavours. At 5% ABV it is suitable for everyday summer occasions. The vegan-friendly beer is available as a four-pack of 440ml cans, with an RRP of £8 per pack.


Sunset Overdrive is a Piña Colada sour beer which provides the perfect cocktail of bold fruity flavours with its notes of pineapple, coconut and tangerine. At 5.5% abv, it is a beer to be enjoyed with friends on warm summer days. It is available in a four-pack, with an RRP of £3.50 per 440ml can.


John Hadingham, Sales Director at Vocation Brewery, says: “We are delighted to be launching both Day Trip and Sunset Overdrive into Sainsbury’s and to be able to bring innovative craft beers to a wider audience.


“Day Trip is an extremely full-bodied Pale Ale which uses two of our favourite hops: Mosaic hops, one of the main varietal hops from North West America, and Galaxy hops, one of the most renowned Australian hops, with its peach and passionfruit notes. Its fruity flavour and velvety finish provides the ultimate brew for a warm summer’s day.

Sunset Overdrive, our Piña Colada Sour, is for those with a more adventurous palate, yet the popular Piña Colada flavour makes it an accessible sour beer.”


Amy Nicholls, speciality beer buyer at Sainsbury’s, says: “It was not a hard decision for us to bring Day Trip and Sunset Overdrive to market via our craft beer shelves at Sainsbury’s. Vocation’s consistent innovation is also something that really resonates with our customers.


Sunset Overdrive was particularly interesting to us, with its bold fruity flavours of pineapple, coconut and tangerine. Our 2022 Summer Trends Report* highlights that pineapple is set to be one of the most popular fruit flavours for this summer. We have also seen a 17% increase in pineapple sales over the last three years, so we are confident the Piña Colada Sour will be a popular choice.”


Vocation’s fastest growing beer, Hop, Skip and Juice, is also available nationally in Sainsbury’s from now. This tropical pale ale uses Simcoe and delicate drops of Citra BBC hops, to provide a hazy, juicy and citrussy pale ale with an abv of 5.7%. it is available in a four-pack of 440ml cans, with an RRP of £8 per pack.


Vocation Brewery is an independent craft brewery based in Hebden Bridge, Yorkshire, founded in 2015 by John Hickling, with just himself, a rebuilt chicken shed and a dog for company. Today the brewery has 60 staff and sold over 14 million pints in 2021. They’ve come a long way, but it’s still their vocation.


ENDS


Notes to editors:

  • Vocation Brewery has just won a number of awards for its beers at the European Beer Challenge 2022. Naughty & Nice won Double Gold; Hop, Skip & Juice won Gold; Smash & Grab won Silver; and Life & Death won Bronze. For more information on the awards, visit: europeanbeerchallenge.org.

  • Vocation’s core range comprises:

  • Life & Death (6.5% abv): a ballsy, US style IPA with flavours of tropical and citrus fruits, with a lingering bitterness set against a smooth malty backbone

  • Hop, Skip & Juice (5.7% abv): a tropical pale ale with heavy doses of citrussy Simcoe to get lips hopping.

  • Bread & Butter (3.9% abv): a dry, hopped pale ale using layers of US hops set against a backbone of British malts. What this beer lacks in strength, it makes up for in character.

  • Heart & Soul (4.4% abv): a session IPA with an intense fruit-salad character that comes from generous additions of US West Coast hops. Notes of passionfruit, gooseberry, pineapple and mango.

  • Smash & Grab (8% abv): a hop-bomb DIPA, crammed full of fruity tropical and citrus flavours from only the freshest, tastiest, hops. The finish is smooth, sharp and moreish.

  • Hebden Lager (5% abv): in our little town of eccentrics and artisans we like to create the unexpected and unrivalled. This clean, crisp and refreshing lager is no exception.

  • Pride & Joy (5.3% abv): a classic, American-style pale ale which is crisp, very hoppy and aromatic. Flavours and aromas of mango, citrus, earthy pine, tropical fruit and blueberry.

  • Triple Vision (10% abv): a thick and juice Triple IPA. Some say three’s a crowd but in our opinion it’s the more the murkier. This Triple IPA has got you in its sights.

  • Sweet Temptation (6.6% abv): a chocolate caramel stout collaboration beer with the giants of Brew York. This silky smooth, rich and seductive stout is impossible to resist.

  • Roll with It: (5.2% abv): with super juice hops and a pillowy soft mouthfeel, this DDH Pale Ale is hazy, hoppy and dangerously drinkable.

For more information about Vocation, please visit vocationbrewery.com.

  • * sainsburys-2022-summer-trends-report.pdf

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