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Pinter Launches at Selfridges in partnership with Smartech

Pinter continues disrupting the at-home drinks industry by launching at Selfridges in partnership with Smartech 

The move into the iconic Oxford Street store is Pinter’s first step into the retail space

London, 1st August: The UK’s fastest growing brewery, Pinter, today announces its first venture into the in-store space, having solely traded online since 2020, by launching its at-home brewing system in Selfridges with Smartech. Shoppers can purchase Pinter’s flagship product, Pinter 2, in a choice of two colours, exclusively at London’s Selfridges’ Oxford Street store. 

The announcement comes as the brand continues to disrupt the at-home drinks industry, following its successful first two years of trading and the expansion of its senior team. 

Since launching in 2020, Pinter has already brewed over 3.6 million pints of award-winning Fresh Beer in over 60,000 homes, making it not only the fastest growing, but also the country’s second largest off-trade brewery. In its first year, more than £6m worth of Pinter products were sold, exceeding the combined first year trading sales of Mindful Chef, BrewDog and Gymshark. Launching in Selfridges marks the brand's continued disruption of the at-home drinks industry. 

Selfridges shoppers will benefit from a free Haus of Hops Fresh Press and Hopper with any purchase of the Pinter 2, usually worth £20 - where beer enthusiasts can brew 10 pints of one of Pinter’s best selling beers with every use. Customers can pick up a Pinter on the lower ground level at the Smartech in Selfridges. The bundle will also be available on Smartech’s website

Smartech is home to some of the most innovative and inquisitive products, with the curated range at Selfridges featuring companies that are disrupting the market. Pinter was named a TIME magazine Best Inventions of 2020. Its fresh Dispense Technology is integrated into the tap to slow the flow of beer down, without releasing pressure for top-quality carbonation throughout all ten pints. This technology has resulted in Pinter leading in best taste, with five of Pinter’s Fresh Presses winning at the Taste Awards at the Euro Beer Challenge 2022.

Adam Keary, MD of Pinter, commented: 

“Stepping into the retail space in such an iconic and globally known store such as Selfridges is an exciting step for us. We are on a mission to put fresh beer into the hands of as many people as possible, and ignite the love and passion for brewing. Selfridges is more than just a store - it is a place to discover, play and find something new - which is why this is the perfect space for Pinter’s products.” 

“We’re thrilled to be launching in partnership with Smartech, a company who is ever curious about new and exciting technology products that consumers will love. We can’t wait to give their customers a glimpse of what a new beer drinking experience could be with Pinter, and welcome more beer lovers to the Pinter community.”     

Nathalie Bernce, CEO of Smartech Retail Group, commented:

“Smartech's mission is to bring life and excitement to what the world is creating. We're beyond excited to partner with Pinter, precision-engineered technology for anyone to enjoy award-winning Fresh Beer at home. As Pinter’s retailer in the UK we've developed an immersive retail experience for our customers to discover and try Pinter firsthand at Selfridges, which we are very excited about.”

For more information contact:

Alex King | 

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