Signature Brew Hits the Big Stage with ASDA Partnership

For years, Signature Brew has been the name behind some of London’s most exciting pints, blending the spirit of live music with the craftsmanship of great beer. Now, the city’s largest independent brewery has taken a bold new step, securing its first national grocery listing with ASDA. From October 13, the brewery’s flagship Roadie IPA will hit shelves in 250 stores across the UK.

This is more than just another supermarket launch. It marks a moment of arrival for a brewery that has made its name by doing things differently. Roadie IPA is already a legend among beer lovers. A two-star Great Taste Award winner, it was created as a tribute to the roadies who keep the live music world turning. With refreshing hops, balanced citrus notes, and an easy-drinking 4.3 percent ABV, Roadie IPA is the kind of beer that feels as good in a venue as it does in your hand at home.

Ryan Truswell, Buying Manager for Ale, Stout and Cider at ASDA, shared his enthusiasm for the new arrival. He described Roadie as a session IPA that “packs a punch” and promised it will be a hit with shoppers across the country. For him, this collaboration represents more than just another product listing. It is the start of a partnership between two brands that share a belief in quality and authenticity.

For Signature Brew, the listing represents a major milestone in a journey that started back in 2011. Founded on a mission to make beer that makes music better, the brewery has become famous for collaborating with artists on limited-edition releases that celebrate tours, albums and creative milestones. From working with acts like IDLES, Romy from The xx, The Libertines and alt-J to crafting special editions for festivals and venues, Signature Brew has always understood the harmony between good beer and great sound.

Co-founder Tom Bott described the ASDA deal as a huge moment for the brewery. “Roadie IPA put us on the map,” he said, “and seeing it on supermarket shelves means more people than ever can enjoy it both at home and out in their favourite pubs and venues.”

At £2.97 for a 440ml can, Roadie IPA is an invitation to experience the taste of East London’s indie brewing scene on a national scale. For fans of craft beer and live music alike, this is a partnership worth raising a glass to — proof that independent spirit and mainstream success can share the same stage.