Why the Waitrose independent beer section is the progressive change the sector needs

Why does this matter?

Waitrose's partnership with SIBA to create dedicated independent beer sections addresses critical retail access challenges for craft beverage startups, demonstrating how major retailers can support small producers through better shelf space and consumer clarity around authenticity.

Highlights

A new deal made by Waitrose and The Society of Independent Brewers and Associates (SIBA) is set to uncover the beers made by genuinely indie breweries. Jessica Mason looks at how this changes consumer perception. The move, which will assist both shoppers in the grocery channel as well as smaller breweries often-shifted aside in the fight for shelf space by bigger beer brands aims to redress the balance with clear signposting for authentically independent brews. The decision, pushed by SIBA, has become a progressive step forwards for an industry crowded with former “craft” brands that have since been bought up by big beer companies, confusing customers regarding their quality when many closed down the original breweries amid such acquisitions. Speaking to the drinks business about the new section in Waitrose, SIBA communications manager Neil Walker said: “Provenance is becoming increasingly important for consumers and Waitrose have recognised this by increasing the number of local beers available in their stores across the UK. Across their product range they put quality first and quite simply the best beers in the UK are being brewed by independent breweries, not by global beer brands, so it makes sense to increase their beer range to accommodate more local, independent beers.” Last year, db identified how the UK’s independent breweries were facing “heavy headwinds” with nearly half making “survival” their main goal as the sector fought against global breweries. The situation meant that brewers had been staying agile, but there has been a lot of mixed messaging about craft beer with a fight between quality and locality versus reduced prices all while big beer company owned brands were being sold for less. Clarity over what customers are buying According to Walker: “This partnership highlights a commitment from Waitrose to give their customers clarity over what beer they’re buying.” He explained: “You wouldn’t expect a ‘handmade, small batch loaf’ of bread to actually be mass-produced in a mega factory - but for some reason this is exactly what happens when global beers are marketed as ‘craft’. That’s why Indie Beer is so important and why Waitrose are backing the campaign - they know their customers care about the provenance of the products they’re buying. “ Walker told db that the initiative supports small breweries as well as true indie beer fans who want to support the best independent breweries in the business. He pointed out that this move is a progressive one for the sector because it actively assists people in making decisions based on authenticity with confidence. Walker revealed: “For lots of people the supermarket is the first place they get adventurous with beer, try different styles or something they haven’t seen before. So it’s really important the range of independent beers is good and that it’s clear what is and isn’t the real deal. We want to make it easier for people to discover great tasting beer made by real people”. The plus point for brewers, he explained was that “it is already driving sales” and admitted that SIBA has already “seen lots of breweries get listings directly off the back of the Indie Beer campaign, many that have never been available in supermarkets before”. A supermarket that cares about beer Is this the right supermarket chain for the indie beer sector? SIBA has suggested it is. As Walker attested: “Speaking to brewers it’s clear that they feel Waitrose actually care about the beer and businesses they stock.” He added: “70% of the beer produced by independent breweries is sold into pubs, generally within around 40 miles of the brewery itself, so the on-trade is absolutely central to the Indie Beer campaign. But to ignore major retailers like Waitrose would be a mistake as they’re a great way to get the message out there and support those independent breweries for whom bottled and canned beer is a big massive part of their sales. As you can see on our socials though we are big supporters of independent beer retailers too, platforming and featuring the businesses that are so important to beer fans and breweries alike.”

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