Waitrose has become the first supermarket to back the Indie Beer campaign, started by the Society of Independent Brewers and Associates. 

Beers from independent breweries will now appear in a new Indie Beer section of the Waitrose online store, excluding craft beers produced or owned by global beer companies. 

Alongside the launch of the online section, Waitrose has also planned an in-store promotion to coincide with Indie Beer Week in April. 

At the same time the premium supermarket has launched an expanded beer range, focusing on beer from local and independent producers. 

Neil Walker, Indie Beer campaign co-ordinator, said: “It is fantastic to have Waitrose backing the Indie Beer campaign and making it easier for shoppers to buy beer from local indie brewers.  

“Not only have they extended the number of local independent breweries that they sell, with a focus on quality and flavour, but the dedicated Indie Beer section of the Waitrose website makes it crystal clear to shoppers the beer they’re buying is the real deal.” 

Jourdan Gabbini, Waitrose beer and cider buyer, added: “I am delighted that we will be the first UK supermarket to officially support the ‘Indie Beer’ campaign. Our beer loving customers are always looking for new beers from innovative, high quality, and exciting independent breweries, and this signposting allows us to champion those producers who do it so well. 

“I am proud to continually provide our customers with refreshing, modern options in our beers range at Waitrose while also supporting genuine British independent breweries such as Tap Social, Round Corner, The Kernel and Burning Sky.”