Light beer brand Local is readying a nationwide retail launch after completing a six-figure funding round backed by fmcg industry veterans.
The London-based startup is launching a new slimline 330ml can format exclusively into the beer chillers of Sainsbury’s c-store network as it pushes to establish light beer in the UK mainstream.
Local co-founder Louis Collins called the listing a major milestone for the fast-growing brand, which is also building a presence in the London on-trade with the likes of pub operators Young’s, Fuller’s and Greene King.
Brewed at 3.4% abv, Local contains a third fewer calories than standard beers.
Collins said the UK was at the beginning of a major shift towards lighter beer and added Local was attracting a younger and more diverse consumer (76% under 30 and 40% female) than the wider beer category.
“In the US, light beer is 50% of the market,” Collins said. “In the UK, it’s less than 4%. This represents one of the biggest opportunities in food and drink today: a multibillion-pound category hiding in plain sight.
“Drinking culture is changing. Consumers still love beer, but increasingly they want balance as well. We are building and leading the race to become the UK’s definitive light beer brand.”
The Sainsbury’s launch follows the completion of Local’s latest funding round, which attracted backing from high-profile consumer investors such as former Oatly CEO Toni Petersson and WeTransfer co-founder Damian Bradfield, who join former Warburtons managing director Neil Campbell as backers.
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