Rosie Davenport
Safeway is turning to niche brews from around the world to broaden consumers' tastes and encourage trial in the beer aisles.
The chain is introducing 60 new beers brewed in a number of countries, including a new range from America aimed at challenging drinkers' perceptions of US beers, perennially dominated by big brands such as Budweiser.
Head beer buyer Glenn Payne said: "Beers from smaller brewers can be a real point of difference."
The selection will be launched next month and will include two beers from Chicago's Goose Island brewery and a 14% abv Austrian beer called Samichlaus, as well as new products from British companies.
They are priced between £1.09 and £1.39 for a 330ml bottle, and Payne believes consumers will be tempted to try them.
He said: "£1.09 isn't a king's ransom and we thought that single serve bottles were the right way to go because it's not that much of an outlay."
He added that the new brews were just the beginning of Safeway's plans for innovation in its beer department.
"We are looking to extend the range from 2003, and I think next year will be a big one for American beers which have come from virtually nowhere, although those in the know would just say they have been quietly waiting," he said.
"American brewers have a dim view of the supermarkets over there so they are on our side.
"You just have to convince them that Europe is worth exploring, because they are quite content just conquering California."
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Safeway is turning to niche brews from around the world to broaden consumers' tastes and encourage trial in the beer aisles.
The chain is introducing 60 new beers brewed in a number of countries, including a new range from America aimed at challenging drinkers' perceptions of US beers, perennially dominated by big brands such as Budweiser.
Head beer buyer Glenn Payne said: "Beers from smaller brewers can be a real point of difference."
The selection will be launched next month and will include two beers from Chicago's Goose Island brewery and a 14% abv Austrian beer called Samichlaus, as well as new products from British companies.
They are priced between £1.09 and £1.39 for a 330ml bottle, and Payne believes consumers will be tempted to try them.
He said: "£1.09 isn't a king's ransom and we thought that single serve bottles were the right way to go because it's not that much of an outlay."
He added that the new brews were just the beginning of Safeway's plans for innovation in its beer department.
"We are looking to extend the range from 2003, and I think next year will be a big one for American beers which have come from virtually nowhere, although those in the know would just say they have been quietly waiting," he said.
"American brewers have a dim view of the supermarkets over there so they are on our side.
"You just have to convince them that Europe is worth exploring, because they are quite content just conquering California."
{{MARKETING }}
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