Pub drinkers are responsible for guest beers’ increasing presence in supermarkets
Supermarkets are stepping up their offering of locally-sourced beers in response to consumer demand.
Both Tesco and Asda are launching new ranges of local bottled beers, after feedback from customers who said they wanted a greater choice from breweries in their area.
Following a trial of the Yorkshire Best initiative, in which many local brands outperformed the big lagers, Asda is rolling out the scheme nationwide.
It works by tapping into staff and customer knowledge to identify popular local beers, which are ordered through the Society of Independent Brewers Association (Siba) and supplied directly to stores in the area by brewers.
Hambleton Ales in Yorkshire, Hogs Back in Surrey, Bryson’s in Lancashire and Darwin Brewery in Sunderland have already been identified as partners.
Asda beer buyer Ged Futter says: “Some local beers are selling well above the national brands. People see the guest beers in their local pub and demand them from their supermarket.”
Local ales are not as price sensitive as national lager brands which allows reasonable profits for small brewers, according to Futter. “We are not looking to squeeze every penny out of the microbrewers,” he says. “The important thing is that these are products the customer asks for and are chosen as local to that store.”
Nick Stafford, Siba commercial director, says: “Supermarkets need to realise consumers are prepared to pay more for better quality beers and this means better margins.”
Supermarkets are more flexible about local distribution, according to Stafford. Siba’s direct delivery scheme aims to help supermarkets overcome problems of identifying and dealing with hundreds of small brewers around the country.
Tesco has released 40 new local beers to 520 stores, including Daleside Legover in Harrogate and Cornish Knocker in Cornwall. The scheme operates through Branded Beers which identifies and bottles most of the range.
Sales of premium bottled ales grew in value by 11%, according to ACNielsen [MAT to w/e 15 May 2004], in a static ale market.
Supermarkets are stepping up their offering of locally-sourced beers in response to consumer demand.
Both Tesco and Asda are launching new ranges of local bottled beers, after feedback from customers who said they wanted a greater choice from breweries in their area.
Following a trial of the Yorkshire Best initiative, in which many local brands outperformed the big lagers, Asda is rolling out the scheme nationwide.
It works by tapping into staff and customer knowledge to identify popular local beers, which are ordered through the Society of Independent Brewers Association (Siba) and supplied directly to stores in the area by brewers.
Hambleton Ales in Yorkshire, Hogs Back in Surrey, Bryson’s in Lancashire and Darwin Brewery in Sunderland have already been identified as partners.
Asda beer buyer Ged Futter says: “Some local beers are selling well above the national brands. People see the guest beers in their local pub and demand them from their supermarket.”
Local ales are not as price sensitive as national lager brands which allows reasonable profits for small brewers, according to Futter. “We are not looking to squeeze every penny out of the microbrewers,” he says. “The important thing is that these are products the customer asks for and are chosen as local to that store.”
Nick Stafford, Siba commercial director, says: “Supermarkets need to realise consumers are prepared to pay more for better quality beers and this means better margins.”
Supermarkets are more flexible about local distribution, according to Stafford. Siba’s direct delivery scheme aims to help supermarkets overcome problems of identifying and dealing with hundreds of small brewers around the country.
Tesco has released 40 new local beers to 520 stores, including Daleside Legover in Harrogate and Cornish Knocker in Cornwall. The scheme operates through Branded Beers which identifies and bottles most of the range.
Sales of premium bottled ales grew in value by 11%, according to ACNielsen [MAT to w/e 15 May 2004], in a static ale market.
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