A private label ale made for UK retailer Asda has become the second biggest selling beer in a Japanese supermarket chain.
The retailer's 'Extra Special Golden Ale', which is brewed in the UK by Shepherd Neame, has proved popular with shoppers at the Seiyu chain in Japan, which, like Asda, is owned by Walmart.
The beer was introduced into 368 Seiyu stores earlier this year and is trumped in sales only by a leading local brand.
Asda has been selling its Extra Special wines range in the Seiyu stores for four years.
According to Andy Clarke, general manager for exports at Asda sourcing division, the retailer currently sources over 50 products for Walmart Japan and China, "giving our producers a unique opportunity to access emerging markets, as well as supplying to the UK."
Shepherd Neame assistant export manager Chris Hole noted that since the listing at the Seiyu chain, production at the Kent-based brewery had risen by 413% for the Golden Ale product.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
