Waitrose is to overhaul its beer and cider offer this autumn, with a slew of new and exclusive products hitting its shelves in September and October.
More than 60 new SKUs will land with the retailer between 1 September and 15 September. They include 11 new ciders, 45 speciality beers, and nine lagers. A further 16 ales will launch on 13 October.
As part of the shake-up, Waitrose has begun working with a host of new suppliers, including Burning Sky, The Kernel, Tap Social, Wrexham Lager and Showerings Cider.
It marks the first time that The Kernel – one of London’s first craft brewers – has been listed in a major grocer. Its Table Beer (rsp: £2.85/500ml) and Export India Porter (rsp: £3.50/500ml) will land in 72 Waitrose stores on 8 September.
“As we head into autumn, there are plenty of exciting new products set to appear on our shelves,” said Waitrose beer and cider buyer Jourdan Gabbini. “A particular focus has been on specialty and craft beers and I’ve worked hard to differentiate our offering to position Waitrose as the top destination for this category.
“One route to achieve this has been backing indie breweries and The Kernel’s products launching into shops this September are a great example. The Kernel brewery produces beers that are already loved in the London area, and as their first retail partner I’m expecting these to be popular.”
Tap Social retail debut
Tap Social, a social impact brewery that helps create employment opportunities for prisoners and prison leavers, is also launching into mainstream retail for the first time. Its Time Better Spent IPA (rsp: £3.75/440ml) and Home & Dry pale ale (rsp: £3.75/440ml) will land in 228 stores next month, with Major Figures lager (rsp: £3.25/440ml) and Jobsworth pale ale (rsp: £3.75/440ml) going into six local and regional stores.
“Tap Social is a brilliant social enterprise that helps turn the lives of prisoners and prison leavers around via direct employment and advocacy,” said Gabbini. “We’re pleased to be supporting this mission via the launch of four exclusive beers.”
Tap Social marketing manager Brian Spencer added: “We’re so grateful for the opportunity to put Tap Social and two of our best-selling beers in front of Waitrose shoppers across the UK.
“We hope that it helps spark more awareness and conversation about the UK’s criminal justice system, and that more businesses see how our social mission of offering training and employment for people from prison can also work for them and benefit society at large.”
Premium cider push
In cider, Waitrose was “continuing to see strong growth” in premium apple and fruit ciders in bottles, Gabbini said. In response, it has listed new fruit ciders from Kopparberg, as well as apple ciders from Westons and Showerings.
Showerings Triple Vintage Cider (rsp: £3.50/375ml) will land in 95 stores on 1 September. The still cider is made from mainly late-season Dabinett apples grown in a family-owned orchard in Somerset.
“Our customers value products that feel special, the kind you might discover in specialist stores, and Showerings delivers exactly that,” said Gabbini. “With its fine triple vintage blend and rich heritage, it will appeal to those looking for quality and authenticity.”
Showerings Cider director Nick Showering added: “We have worked tirelessly to create an exceptional product that honours our family’s cidermaking heritage and believe the provenance and distinctive flavour of our Triple Vintage Cider will resonate with Waitrose customers”.
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