Tesco delivers chilled craft beer

Tesco has boosted its range of chilled craft beers across its Express stores as it trials a new chilled delivery service in London.

Tesco boosts craft beers in its Express stores (photo: Tesco)

The trial will deliver chilled beer and cider ordered online to customers living in South East London, Bromley and Dartford in Kent, it announced today.

The move concedes with the retailer extending the range of craft beers across its convenience store estate, from two beers to 31, which will now be merchandised in fridges in a boost to appeal to customers and tap into the boom in craft beer.

The beers it has added include Brew Dog’s Punk IPA, Dead Pony Club and new Elvis Juice, Pistonhead’s Amber Lager, Brooklyn Lager from the US Brooklyn Brewer, St Austell’s Korev and Oskar Blue’s Pinner Session IPA.

Tesco buying manager for beer Peter Bexton said craft beer was the UK’s fastest growing drinks trend.  

“Increasingly seen as the drink of choice for both men and women, these thirst-quenching beers are resonating with a new type of discerning younger drinker, looking for a great range of aromas, tastes and artisanal brews,” he said. 

“We’ve tried to curate a fantastic range for our Express stores, making it even easier for shoppers to find their beer of choice locally, whilst also helping to attract even more converts. The new range will include craft beers for all tastes – from the wonderfully refreshing, slightly fruity flavour of the UK’s No 1 craft beer BrewDog Punk IPA to the beautifully malty Brooklyn Lager and even the rich Innis & Gunn Oak Aged Beer.”

BrewDog’s co-founder James Watt said craft beer represented a broader church of styles and types than any other beverage that could be picked up in a local retailer, and Tesco’s support gave more people the chance to “sit up and take notice” of craft beer .

“People are more interested in locally produced, high-quality craft beer than ever before. And thanks to the continuing efforts of Tesco – everyone is the better for it,” he said.

“Having Tesco move to stock their amazing extended range of craft beer in fridges is enormous for us and every brewery in our industry. It helps even more people discover flavour, quality and passion.”

BrewDog currently has 47 bars and bottle shops, exports to 55 countries, and was recently named as the UK’s 10th fastest-growing private business in the Sunday Times Fast Track 100.

In April, Nielsen CGA put the on-trade growth of the UK craft beer market at +40% (52 weeks to 23 January, 2016) although it still only accounts for around 4% share of the beer category, but db contributor Dan Fox (aka ‘Hey Beer Dan’) warned the bubble may be set to burst on the craft beer market as the market follows that in the UK and looks sets to slow.