Ocado has given its booze offer a major spruce with a focus on craft beer and spirits.
The online retailer has added a raft of new beer, cider, wine and spirit SKUs since April, research by The Grocer reveals.
It has also delisted several beer, cider and ale SKUs from mainstream brands like Stella Artois Cidre, Desperados as well as Bulmers, Foster’s, Tetley’s and San Miguel. Badger and Worthington’s ales also lost some SKUs [Brand View 52 w/e 4 July 2017].
Confirming the move, Ocado beer & spirits buying manager Melody Murray said: “We do have a clear steer towards the high-growing areas of gin and craft beer. We have many more new and exciting beers and spirits in the pipeline.”
Ocado looks to have chosen new craft beers largely from major suppliers such as AB InBev’s Camden Town Brewery, Carlsberg-distributed Brooklyn Brewery, and Asahi-owned Meantime.
Craft gin brands such as Sipsmith gained space as well as ultra-premium spirits such as Girvan and Grey Goose’s £100 Vx vodka. Ocado also added wines from the likes of Jean Bouchard, Pico a Pico and McGuigan.
Unlike with its beer and cider offer, Ocado did not delist any wines or spirits. “With expendable ‘shelves’ and no specific range windows, we can list new products without needing to delist others,” said Murray. “Our aim is to be able to offer the best gin selection of any supermarket.”
All the major multiples have now revamped their BWS ranges since the start of the year to focus on craft and premium.
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