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Asda to sell Scots craft beer which gives profits to clean water charities

A craft beer that donates 100% of profits to clean water charities has secured a national deal with a supermarket giant.

Published: November 10, 2016

Brewgooder has signed an agreement with Asda to stock its Clean Water Lager in 229 stores across the UK.

The Edinburgh-based beer producer will take part in Asda's Social Enterprise Supplier Academy, which launched earlier this year.

The aim of the four-day workshop is to offer guidance to entrepreneurs on how to increase the availability of social enterprise products for ethically-minded consumers on supermarket shelves.

Funded through the proceeds from the supermarket's carrier bag charge in Scotland, donations from each sale of the lager will go towards providing clean water to more than one million people around the world.

The beer producer also received mentoring and access to a £100,000 loan from the Asda Community Capital fund to support the business growth and job creation.

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Brewgooder founder Alan Mahon said: "When we applied to attend the Asda Social Enterprise Development Academy, we could never have envisaged that just six months later we'd have our products on shelf.

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"The support from the team at Asda, from senior management to the buyers, has been transformational for Brewgooder.

"As one of the leading supermarkets, it's a large route to market and a fantastic platform to get our message and our beers out to customers.

"With the volume of scale involved, it will accelerate our impact and the number of clean water projects we can support."

Allan Miller, Asda's senior director for Scotland, said: "By harnessing the power of our retail experience and expertise, along with our strong store estate and online shopping division, we can help social enterprises to access the large retail market.

"Investing in social entrepreneurs is an innovative way for Asda to ensure that our customers' money, raised through the carrier bag charge, is continually reinvested in communities and delivers long-term positive benefits for Scotland."

Alastair Davis, chief executive of the charity Social Investment Scotland, said: "By promoting social enterprise products as viable alternatives to their commercial counterparts, we have a fantastic opportunity to significantly increase the revenues raised by the sector and, in turn, create much more sustainable and long-term social impacts for our communities up and down the country."

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