Costcutter cheers launch of craft beers and ciders

Costcutter Supermarkets Group has tapped into the booming craft pint trend and has introduced 30 craft beers and ciders to its offering for independent retailers.

The range includes beers and ciders from around the globe as well as locally sourced small batch brewers which are available to retailers through Costcutter Supermarkets Groups central supply chain as well as Direct to Store. Grapefruit, liquorice and tropical fruits are just some of the exotic flavours available in 330ml cans, 500ml bottles and multibuys. Brands range from Wolf Warning lager and Elk Warning cider to Stan’s Barrell Roller cider and Belhaven Grapefruit, Thistle or Mango lagers. Prices vary from £1.99 to £2.79, dependent on the volume of alcohol.

To create space for the new category, Costcutter Supermarkets Group is recommending retailers reduce the duplications of existing standard beer and cider offers, to create shelf and fridge space for the new range.

Rachael Grist, Costcutter Supermarkets Group Ales, Stouts, Lager & Cider Category Manager said: “To tap into this ever-growing trend we have worked hard to create a range that appeals to our discerning shoppers who are demanding better quality, flavour, choice and small batch produced beers and ciders.

“The market has seen a decline in less premium brand sales and we’ve recognised a demand for flavoured, heritage and craft drinks.  The category already represents nearly 10% of all BWS sales and in the last four weeks alone craft beers and ciders have seen a double digit growth, so it’s certainly the right time to capitalise on this trend.

“Where we can we’re creating an offering that is tailored to our geographic mix of retailers. For example for our Yorkshire retailers we’re offering them products from Yorkshire brewers, Theakston, Timothy Taylor and Black Sheep and for our Scottish retailers the range includes McEwans and Old Jock.”