Waitrose has set up regional beer fixtures in stores to showcase its selection of beers from small British brewers.

The new fixtures, which were installed last week, had an immediate impact, prompting a 40% uptick in weekly sales compared with last year.

“We launched regional beer fixtures to our branches to give greater prominence to the best locally produced tipples that our country has to offer,” said Waitrose.

The upmarket supermarket said total sales last week were up 12% on last year, helped by the earlier fall of Mother’s Day and the popularity of its recipe of the week – Delia’s roast chicken with lemon & thyme.