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Tesco ramps up craft beer range after mainstream cull

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Tesco has said the UK's thirst for craft beer "shows no sign of slowing down" as it expands its offering by one-third.

Tescos new craft beer range includes brands from the UK and around the world

Tesco's new craft beer range includes brands from the UK and around the world

The supermarket will now sell more than 70 craft beers across its UK stores as annual demand for the category grows by 40%, it said yesterday. "[Craft beer] is a drink that is popular with both Millennial and older drinkers looking for a more artisan experience and exciting flavours," Tesco said.

The move comes as Tesco cuts SKUs for mainstream brewers. Eighteen months ago, Carlsberg lost out on shelf space, while Heineken recently saw its product lines in Tesco drop from 53 to 22. Heineken brands including Amstel, Kingfisher, Sol and Tiger were completely culled in last month's so-called "reset".

Tesco's expanded craft range consists of beers drawn from partnerships with nearly 30 breweries in the UK and around the world. New entries include Forklift Truck Mango Ale by Glasgow brewer Drydate, Double Brew Lager by Swedish brewery Wolf Warning and Hitachino Nest White Ale by Japanese brewery Hitachino. Also included is Thornbridge Brewery's Tart Sour Beer, which Tesco said is the first sour beer to sold through a major UK retailer.

"We think that sour brews are destined to become the next frontier for beer lovers, in the same way that golden ale helped convert die hard lager lovers over to light and refreshing ales," Tesco said.

Heineken's new range foreshadows craft beer's straitened future - Comment


Sectors: Beer & cider

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