Online beer retailer Beer52 has launched a craft beer four-pack into 176 Waitrose stores.
Beer52 Hoppy Mix (rsp: £7.50/4x330ml) is the first time a mixed-brewery craft beer pack has been available to shoppers in stores, according to Beer52.
It comprises an IPA from Amundsen Brewery from Norway, a hazy pale from Brothers in Law Brewing from the Netherlands, a hazy New England IPA from Swedish brewer Beerbliotek and a New England pale from Germany’s Büro.
The beers were selected using data from over 10 million beer ratings and reviews from Beer52 customers, the DTC retailer claimed.
The launch is a first foray into bricks-and-mortar retail for Beer52, which was founded in 2013 as a online beer subscription club.
It would help open “even more customers to discover the joys of craft beer through a convenient and accessible format”, the Edinburgh-based retailer said.
“We’re incredibly excited to bring our curated craft beer experience to retail for the first time,” said James Caley, head of buying at Beer52. “Our team has worked hard to select an outstanding range of beers from four incredible brands that reflect the current trends in craft beer, and we can’t wait for customers to enjoy this unique proposition.”
Jourdan Gabbini, Waitrose beer & cider buyer, added: “Our customers are always on the lookout for new products with exceptional flavour and interesting brand stories. A market first, customers will be able to purchase a mixed brewery pack and try some fantastic new products.”
It comes after Beer52 moved into distribution earlier this year, striking a deal to purchase “certain trade and assets” of Eebria out of administration.
No comments yet