Supermarket Coup for Ilkley Brewery's Best Seller
Joshua Jane, Ilkley Brewery’s best selling Yorkshire bitter, will soon be on the shelves at selected Asda and Booths stores across the region.
Since its launch in October last year, 51,000 pints of Joshua Jane have been sold to pubs all over the UK, including all 15 Market Town Tavern sites in Yorkshire and a selection of Craft Beer Co. pubs in London. Now shoppers at Asda and Booths stores in Yorkshire will be able to enjoy this cask brew at home.
22 Asda stores will be stocking Joshua Jane including the Shipley, Leeds, York, Keighley, Harrogate, Huddersfield, Sheffield and Wakefield outlets. Craft beer shoppers will also be able to buy the beer at 18 Booths stores including Ilkley, Ripon, Kirkby Lonsdale and Settle*.
Joshua Jane is a rich, nut brown 3.7% traditional Yorkshire bitter made using Amarillo and Columbus hops. It has a unique character which lends itself well to food matching with dishes like beef & chorizo casserole and lighter foods like blue cheese & apricots. The beer was original created with the help of two Leeds Home Brew competition winners, David Bishop and Matt Lovell, both from Leeds.
Speaking about Joshua Jane’s supermarket success, Richard Shelton, director at Ilkley Brewery, said: “From quite humble beginnings, Joshua Jane has been incredibly well received and is officially our fastest and best selling Yorkshire bitter. Feedback from pubs and drinkers suggests its popularity is down to its unique hop profile and a reasonably low ABV, making it a great food partner or session ale.
“We’re delighted that Asda and Booths have agreed to add Joshua Jane to Ilkley Brewery lines in-store. Alongside Mary Jane, Ilkley Black and Ilkley Pale, we believe Joshua Jane will be a fantastic addition to the range which can all be enjoyed at home.”
Atholl Robertson, Store Manager at Ilkley Booths added: “We’ve been selling Mary Jane, Ilkley Black and Ilkley Best here at our Ilkley store for four years and they are some of our strongest sellers. Customers like to celebrate well-made local produce but are also keen to buy things which are different and exciting at the same time. Ilkley’s beers tick both these boxes and I’m sure Joshua Jane will enhance customers’ beer-buying experience even further.”
What’s in a name?
In keeping with the story behind the spa town’s famous folk song, ‘On Ilkla Moor Baht ‘at’ (‘On Ilkley Moor without a hat’), Ilkley Brewery named this latest brew after the chap who is believed to be Mary Jane’s suitor.
Joshua and Mary hit the road
In a nod to Joshua Jane’s fast-track success and ‘his’ blossoming partnership with Mary Jane, the brewery has added Joshua and Mary-themed vans to its fleet. The two delivery vans, which boast the new Deceptively Different branding, each have decals of Mary or Joshua on their doors. Social media hashtags #followmary and #followjoshua have also launched which people are encouraged to use when they spot the vans out and about across the region.