Independent brewer SEVEN BRO7HERS BREWING CO has landed a new national listing in ASDA for its latest launch, Krush, as it continues to scale its presence in the supermarkets.
Rolling out nationwide, Krush is a 7.5% ABV double IPA brewed with Krush hops – a next-generation US varietal produced by industry leader Yakima Chief Hops – delivering a fruit-led profile of mango, peach, citrus and berry, balanced with a resinous finish.
Positioned as a bold, standout SKU, the launch has been designed to cut through on shelf while tapping into growing demand for more flavour-forward, premium craft options within grocery.
The listing marks a further step forward for the Salford-based brewery, which has been steadily building its off-trade footprint through a mix of core lines and rotational NPD, alongside expanding national on-trade listings.
Kit McAvoy, Director of SEVEN BRO7HERS BREWING CO, said: “Krush is exactly the kind of beer we want to be bringing into retail right now – it’s big, bold, it’s flavour-led and at 7.5% ABV it really stands out.
“This is another milestone for us as Krush is the highest ABV beer we’ve ever had listed in retail to date. We’re not interested in playing it safe and we think the grocery shopper is ready for something with more ambition – and Asda listing Krush tells us retailers think so too.
“We’re seeing shoppers become more confident in exploring craft, but they still want beers that are easy to pick up and enjoy. Krush strikes that balance, and launching into Asda gives us a strong platform to get it in front of a much wider audience.”
The move comes as retailers continue to refine their craft beer ranges, focusing on fewer, higher-impact SKUs that can drive value through innovation and trade-up. Flavour-led styles are outperforming more traditional segments, with beers that balance bold profiles and drinkability gaining traction with shoppers.
SEVEN BRO7HERS BREWING CO, founded in 2014 by the McAvoy brothers, has grown from a home-brewing project into a regional craft player with an expanding national presence across both retail and hospitality.
Last month, the brewery secured a major on-trade milestone, with its Easy IPA rolling out across 750 pubs operated by JD Wetherspoon, further boosting brand visibility nationwide.
Krush is now available in ASDA stores nationwide and online (April 2026). RRP: £3.75. It will feature as part of ASDA’s five beers for £10.
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