Waitrose expands ‘craft’ beer portfolio by a third

Lisa Riley

Waitrose today revealed it is adding 25 new brews to its existing 70-strong craft beer collection.

In a bid to provide “more styles of beer than ever before”, the extended range – available from May 1, will include a wide variety ranging from tea-infused brews to wild yeast beer, with a focus on smaller breweries.

The retailer is also hoping to tap the trend for ‘craft in can’ with 12 new additions to its 330ml collection, which Waitrose said was growing at a faster rate than its bottled counterpart.

Overall sales of ‘craft’ beer at Waitrose had risen 33% in the past year, said the retailer.

The range extension came at en “exciting time” for beer and cider drinkers, said Waitrose beer & cider buyer, Sarah Hammond, adding the retailer was “thrilled” to be introducing so many new brews that definitely deserved to be on a national stage.

“The craft beer movement is all about the re-discovery of old styles, giving them a modern twist and pushing the boundaries - we’ve seen some amazing innovation in the past year.”

Other new additions include Toast Ale - a beer brewed using fresh surplus bread from bakeries that would otherwise be wasted, and beers from Redchurch Brewery - an Bethnal Green-based experimental brewery.

In addition to championing home grown beers, the expanded range will include beers from New Zealand and Germany.





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