A new listing with Waitrose has been secured by a Harrogate-based brewery for its new beer. Thousand Yard Stare, a new hazy pale ale from Rooster’s Brewing Company, has been launched in 186 Waitrose stores nationwide.
“Thousand Yard Stare was initially conceived and developed over last year’s lockdowns and it represents a number of firsts for us as a brewery, with it being the first time we’ve created a beer in this style and used a Stateside hop called Ekuanot, which is known for bringing a complex array of fruity aromas and flavours to the palate,” commented Ian Fozard, director at Rooster’s Brewing Company.
“It’s fantastic that Waitrose has moved so quickly to champion this new beer and is testament to the incredible efforts of the whole Rooster’s team in maintaining the brand’s pioneering, forward-thinking approach to brewing beers over what has been a challenging 12 months for everybody.”
The brewery already has a listing at Waitrose, with Thousand Yard Stare featuring alongside the brewery’s flagship IPA Baby-Faced Assassin. The IPA is available in a recently rebranded 330ml can design to mark its tenth anniversary.
“We’re thrilled to be the first UK retailer to launch this exciting new beer into the Waitrose range, alongside Rooster’s popular Baby-Faced Assassin IPA. Rooster’s focus on creating award-winning quality beers makes them a great partner for Waitrose,” added Louise Witchell, Waitrose buyer for beer and cider.