Chicago brewer Goose Island Beer Co® has launched a hop-based activation known as ‘Hoppy Hour’ in Tesco in response to a surge in demand for craft beer.


Following a successful roll-out in the on-trade, Goose Island plans to bring its award-winning beers to life in store by inviting consumers across 10 Tesco stores to take part in a multi-sensory hop-up experience from 19-29 November.

As the aroma from the fresh hops is pumped through the air, shoppers will be transported to Chicago on a virtual reality tour of the Elk Mountain Hop Farm tucked away in the secluded Northern Idaho Valley, where Goose Island grows its award-winning hops. As part of the experience, they will also get the chance to explore the famous Goose Island Barrel Warehouse in Chicago, home to the largest barrel-ageing programme of its kind in the U.S.

As more discerning drinkers look for a great range of aromas, tastes and artisanal brews consumers will be able to sample Goose Island 312 Urban Wheat Ale and Honker’s Ale alongside Goose Island IPA in store for the first time as part of the hop-up experience.

Additional in-store sampling of Goose Island 312 Urban Wheat Ale and Honker’s Ale will take place across 20 Tesco stores nationwide.

Will Coates, UK Trade Marketing Manager said, “As demand for craft beer booms in the UK, Goose Island Beer Co. is investing in the off-trade to bring more variety to beer fans and attract new consumers to the sector. The ‘Hoppy Hour’ experience aims to educate and excite shoppers by taking them on a virtual journey to the home of Goose Island and introduce them to our great award-winning beers.”

“Craft beer is the buzz word and consumers are spoilt for choice, and whilst the selection of beers available is incredible it can also be confusing. It’s exciting to be working with our retail partners to help shoppers enter the category and make better-informed choices – be it a favourite style or a new flavour. We are all about celebrating great beer and we want to excite and assist shoppers on their voyage through craft via sampling, education and more experiential campaigns, wherever they buy their beer.”

The ‘Hoppy Hour’ activation is part of a bigger off-trade play by the Chicago brewer as it looks to disrupt off-trade shoppers by bringing cues from the pub and bar experience in store, and promote greater beer education.

Goose Island has already been activating its ‘Hoppy Hour’ experience in pubs and bars across the UK this year to bring the spirit of Chicago to craft beer fans.  

About Goose Island

Goose Island Beer Company is Chicago’s original craft beer company. Since 1988, the brewery has thrived on continual innovation and a reliance on quality of ingredients. Goose Island pioneered barrel-aged beer with the renowned Bourbon County Brand Stout which sits alongside the well-balanced and award winning portfolio of beers including: Goose IPA, Goose Four Star Pils and the barrel-aged season, Sofie. Access to the largest contiguous hop farm in the U.S., Elk Mountain Farms in northwest Idaho, provides the Goose Island brewers with everything they need to live up to their mantra: We don’t need to be the only beer you drink. We just want to be the best beer you drink. For more information on Goose Island, please visit and be sure to follow Goose Island @GooseIsland on Twitter and Instagram.

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