Brixton Brewery is hoping to tap the trend for multipacks with a move into the format.
The Heineken-owned brand has launched its Atlantic American Pale Ale and Reliance Pale Ale into 4x330ml packs, which have rolled out into 250 Sainsbury’s stores across the UK (rsp: £6).
The two brews were “refreshing and easy-drinking beers, making them real crowd pleasers ideal for taking along to a party or for stocking up your fridge to share with friends and family”, said Brixton.
The launch comes as the return of the big weekly shop and the pandemic have made multipacks, rather than single cans, the format of choice for many shoppers in the craft category. Brixton cited data showing 4x330ml packs now make up 34.4% of all craft value sales – a 10% rise year on year [NielsenIQ 52 w/e 27 November 2021].
Craft was “previously all about experimentation and trialling single cans from a variety of brands”, said the brewery. However shoppers were “now feeling more comfortable and familiar in the space and looking to purchase multipacks from trusted brands”.
The move “signals an exciting time for the world of craft beer which we’re excited to keep pushing as we head into 2022”, added Brixton Brewery co-founder Jez Galaun.
The news comes as Heineken’s rival Carlsberg Marston’s Brewing Company ditched its East London craft beer brand, London Fields Brewery, last week, shutting the business and beginning the search for a buyer.