Bullhouse Brew Co, Northern Ireland’s largest independent brewery, have announced a significant retail deal, a major milestone in the brewery’s growth.
The expansion includes the launch of an exclusive new beer, Hoppy Days, a 5% ABV hazy IPA, into 310 Asda stores across the UK, via distribution partner Cave Direct.
Simultaneously, Bullhouse is deepening its commitment to its home market by listing three beers — Pie Face, The Vibe, and Road Trippin’ — into 12 key Sainsbury’s stores throughout Northern Ireland.
“Securing this UK-wide exclusive placement with a major retailer like Asda is a moment of immense pride and validates the quality and consistency we have built over the last nine years,” said William Mayne, managing director of Bullhouse Brew Co.
“A commitment recently recognised by being named best drinks producer in the UK, 2024, by the BBC, as well as UK brewery business of the year 2025 by the Society of Independent Brewers and Associates (SIBA).
“This move significantly expands accessibility for independent Northern Irish beer across Great Britain, fulfilling our ambition to meet national consumer demand and prove that independent Northern Irish breweries can compete on a national scale.”
The scope of the nationwide launch was made possible through the strategic relationship with Cave Direct. It’s an independent, family-owned business, founded in 1979, with more than 40 years of experience distributing craft and specialty beers across approximately 90% of the UK via its own fleet of vehicles.
Despite the significant strategic growth throughout the UK, Bullhouse remains focused on reinforcing its connection to the home market. The Sainsbury’s listing aligns with an initiative to champion and profile British and locally-sourced products, ensuring customers can more easily purchase high-quality local produce. The 12 locations selected are: Armagh, Sprucefield, Carrickfergus, Holywood Exchange, Dungannon, West Belfast, Bangor, Coleraine, Forestside, Strand Road, Ballymena, and Newry.
The beers heading to Sainsbury’s shelves are Pie Face, a 3.4% ABV hazy IPA, The Vibe, a 4.5% ABV pale ale, and Road Trippin’, a 4% extra pale.
“While the UK-wide launch is fantastic, our connection to the Northern Ireland consumer remains paramount,” said Bullhouse sales manager Brent Nielsen.
“Listing three popular and diverse beers in 12 major Sainsbury’s stores ensures our existing customers have greater accessibility than ever before. At the same time, this expanded presence provides an exciting opportunity for new customers to discover and enjoy our range of beers for the first time.”
