The Co-op Group is adding 50 small local breweries to its drinks range as part of its pledge to double its number of small local suppliers across the UK.
The announcement means the retailer is set to sell a million pints of beer from small local brewers. It comes as the Group set a five-point charter to further support and celebrate local small-scale suppliers.
Simon Dryell, ranging manager for the Group, said: “It’s exciting to collaborate with smaller producers. Their innovation, quality and passion make these prized local products and we are delighted to give them pride of place.
“We know that food provenance really matters to our customers. We are committed to investing in the UK economy and providing new opportunities to showcase and celebrate great British food.”
Richard Dennett, senior buyer – beers, ciders, spirits, added that the UK is seeing a shift in taste towards real ale, local beers and craft ale and that there is potential for “further explosive growth”.
“If the market for craft ales, which we launched in October, grows like it is in the US it could account for anything up to 20% of category sales in the next few years,” he said.
New suppliers include the Boss micro-brewery in Llansamlet, Swansea, which will supply around 80 Co-op food stores across Wales with an estimated 60,000 pints of ale a year. The award-winning brewery, established in April 2015, employs 10 people and will supply three ales: Boss Brave; Blaze; and Bare.
Co-founder Sarah John said: “It is a huge opportunity to build awareness of our brand. This can really help to take our business to the next level.”
At another supplier, Glamorgan Brewery, director Richard Anstee said: “We are constantly asked where our ales can be bought and this has come at the perfect time to support our business development and build further awareness of our brand.”
Also welcoming a contract was Brad Cummings, co-founder of Newport-based Tiny Rebel, who believes the deal would make their beers “more accessible”, supporting its business development as it moves to its new brewery in January. “This is a big step for us,” he said.
