Waitrose is running an in-store tasting event this week, pouring three indie beers in stores across the UK.
Customers will have the chance to get involved in the free beer tastings being held at 35 Waitrose stores this week (23 to 26 July) featuring independent breweries Tap Social, Burning Sky and Lost & Grounded. In addition to the tasting event, beers will appear in an indie beer section of the Waitrose online store, reserved exclusively for beers from genuine independent breweries.
Jourdan Gabbhini, Waitrose beer & cider buyer, said: “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.”
The Indie Beer campaign was launched in response to confusion amongst consumers over which beers were independent, after YouGov polling found 75% of people surveyed believe consumers are being misled when purchasing beer from once independent craft breweries, such as Beavertown, Camden, and Fullers that are now owned by Global beer giants Heineken, Budweiser and Asahi respectively. The figure for beer drinkers surveyed was even higher, with 81% of beer drinkers believing consumers are being misled.
The Indie Beer campaign now has more than 700 independent breweries from across the UK actively involved and has struck a chord with consumers too – with an impressive 31% of young (18-24) beer drinkers reponow aware of the campaign.
Neil Walker, indie beer campaign coordinators and beer sommelier, said: “The best beers in the UK are made by independent breweries and this exclusive tasting event in Waitrose is your chance to try three beers from brewers at the top of their game. These superb British beers really do offer something for everyone to enjoy.
“Lost & Grounded ‘Keller Pils’ is a World-class version of a traditional unfiltered German lager style, brewed with extra hops to make it more aromatic and drier than your standard lager. If pale ales are more your thing, then try ‘Time Better Spent’ from Tap Social, a multi award-winning hazy IPA with big juicy fruit flavours of mango and passion fruit, or ‘Arise’ by Burning Sky, a bright and balanced beer with peach and pine aromas.”
The tastings will take place in Waitrose stores in Abergavenny, Abingdon, Altrincham, Banbury, Bath, Beaconsfield, Beckenham, Berkhamsted, Bloomsbury, Burgess Hill, Bury St Edmunds, Cambridge, Canterbury, Chichester, Cirencester, Colchester, Egham, Great Malvern, Horley, Horsham, Hove, John Barnes, Kenilworth, Kingston, Maidenhead, Nailsea, Newark, Otley, Reading, Richmond, Salisbury, Sevenoaks, Southend, Stroud, and Welwyn Garden City.
