Real ale hunters aim to cut through froth

The new online retailer, based in Harrogate, will feature beers from all over the globe and will offer regular deliveries for members of its beer club.

Mr Roberts and Mr France left senior positions with Laithwaites Wines and Procter & Gamble earlier in the year to launch the venture.

“We love drinking great beers and guest ales in pubs, but were frustrated by how difficult it was to purchase these beers to drink at home,” said Mr Roberts.

“The range available in supermarkets is poor, and the few existing websites that did try to stock better beer were either hideously difficult to use or hit customers with a large delivery charge at checkout.”

“The typical consumer of speciality beers has become a great deal more discerning over the last decade, and the secure website we have created allows users to easily hunt out their favourite ales and discover unusual beers from the comfort of their sofa,” he added.

The firm expects to create up to six new jobs in its first year and it is negotiating with a number of corporates to provide rewards and incentives for staff and customers.

“In our corporate jobs the quality of the product, value for money and customer satisfaction was meticulously monitored every single day,” said Mr France.

“We’re bringing that same focus and attention to detail, but adding the passion and enthusiasm of two blokes who have created their dream jobs. Our range only includes beers that we have personally tasted and are willing to recommend to our customers.”

The range will include a number of Yorkshire beers including Black Sheep Yorkshire Square and Ilkley Brewery Lotus IPA.

“We’re inviting beer lovers to help us hunt out new beers. We want our customers to feel part of our company and join us in our hunt for the world’s best beer,” said Mr France.