Rooster’s have gained listings in a number of Sainsbury’s Northern stores for flagship pale Yankee and hazy IPA Hazy-Faced Assassin.
Founded in 1993, at a time when brown, malt-heavy ales dominated the market, Rooster’s helped to redefine British beer. Yankee was a pioneering pale ale that introduced drinkers to the bright, citrus-forward character of American hops.
The launch of Yankee (4.3% ABV) in 500ml bottles across 26 stores in Yorkshire takes the Harrogate-based brewery back to its roots. It marks Rooster’s return to this package type for the first time in nearly a decade, the brewery having been one of the first in the country to install a canning line back in 2014.
At 5.7% ABV, Hazy-Faced Assassin is a flavour-forward IPA brewed with a blend of Citra, Galaxy, and Mosaic hops. It delivers a tropical hit, with standout notes of mango and peach.
True to its namesake — Rooster’s flagship IPA, Baby-Faced Assassin — the new addition to the brewery’s line-up is also “deceptively drinkable, not to be taken lightly”. Both gluten-free and vegan, the beer has already found success in Morrisons, Co-op, and ASDA.
“We’re proud to have both Yankee and Hazy-Faced Assassin sitting side by side in Sainsbury’s,” said Tom Fozard, Rooster’s commercial director. “Yankee is where our story began; over 0 years since it was first brewed it continues to be a very sought-after beer in all pack types.
“Equally, but for very different reasons, Hazy Faced Assassin is very much a beer of the here and now, so it’s particularly pleasing that both have been selected side by side. Both beers embody our love of hops and unwavering devotion to brewing fantastic pale ales and IPAs.”
