Hull Kingston Rovers has announced the launch of its branded beer, Kit Room Craft, in a partnership with fans and an award winning local brewery.
The canned craft beer, produced by Holderness-based Great Newsome, has been launched online at hullkr.co.uk/kitroom and greatnewsomebrewery.co.uk, as well as at retailers and licenced premises across the city. It will also be available at the KCOM Craven Park Fan Experience Zone when it reopens.*
Supporters of the club helped influence the style of the beer with a blind tasting session and vote before the London game during the Super 8s in September. The results led to Great Newsome brewing a crisp golden ale with tropical fruit aromas and a refreshing citrus bitterness suited to the tastes of craft ale drinkers but also to fans of traditional beers.
A striking brand has been created featuring famous and iconic Hull KR shirts from throughout the club’s history to honour its rich heritage.
Hull KR’s head of marketing, Craig Franklin, said: “We are so excited to finally reveal our official beer, which forms part of our plans to freshen up certain areas of the club ahead of the new season.
“Fans told us through our Big Listen survey that they would like to see a wider selection of beers on a matchday with an emphasis towards local and craft ales, and this ticks all the boxes.
“It’s great that supporters had a say in the final taste and that we chose Great Newsome Brewery which won two World Beer Awards this Autumn along with a Great Taste and SIBA Award. We are confident that they have created a high quality beer that will prove to be very popular.”
Great Newsome director Matthew Hodgson said that the farm-based brewery, which grows its own malting barley, had been overwhelmed with interest from fans of the club, beer lovers, and local retailers since the initiative had been announced in September.
“The tasting session was a huge success and we even run out of samples,” he said. “The fans were so keen to give us feedback so we had a lot to consider and work on. It also marks our first beer in a can, so it’s a milestone for us in more than one way.”
In addition to it being served on match days, Kit Room Craft will be available in local bars, restaurants and retailers including Sewell On The Go across the city, as well as Wharfedale Premier and Victoria Dock Tavern in time for Rovers Support Group Christmas party this Sunday. More venues and retailers will be added soon and fans are being asked to check hullkr.co.uk for more details.
330ml take away cans are available now at hullkr.co.uk/kitroom with multi-purchase offers available. Due to licensing restrictions it will not be available to purchase from Hull KR’s Savile Street city centre store, nor will it be available in store on match days. **
People owning licensed premises who are interested in stocking Kit Room Craft, should get in touch with Great Newsome Brewery through email@example.com.
* The KCOM Craven Park Fan Experience Zone is currently closed until further notice following damage during strong winds at the end of November
**Look under 25? Please bring ID. Not available in store on match days. Please drink responsibly.