Co-op has shaken up its beer aisles with more than 50 skus added

UK convenience retailer the Co-op has shaken-up of its beer category, expanding its premium and world larger offer, with the addition of more than 50 new lines. 

The new lines are being rolled out across its 2,400 strong-estate this month, with more space dedicated to premium world beers, low-alcohol and craft beer, due to growing demand.

The retailer already had a 10% market share in the beer category and says it has seen value growth ahead of the rest of the convenience and total grocery market (according to data from Hive Circana, for the year to 25 May), due to shoppers wanting to “recreate that out-of-home experience by trading up in the beer aisle”.

Jonathan Buckley, Co-op’s commercial buying manager for drinks, said the drinks category was hugely important for Co-op, with beer representing “a significant area within this as we continue to grow our market share”.

“These latest changes look to make our range easier to shop with clear trade up opportunities, which reflects the changing needs of our shoppers as a convenience retailer,” he said. “Offering an eclectic and high-quality range is at the heart of our strategy with a range of price points so whilst we look to add more premiumisation, we will continue to offer those core standard lager lines too.”

New world beer lines include Cruzcampo Seville Lager Beer, Via Roma lager, Birra Morretti Sale Di Mare and 1664 Blanc, which are available in single and multi-size packs. In terms of craft beer, it has added multi-packs of Beavertown Neck Oil and Brooklyn Stonewall IPA, and moved all single craft beers from 330ml to 400m. More lines from Brewgooder, Tiny Rebel, Northern Monk, Brewdog and Beavertown have also been added.

It has also converted Brewgooder Fonio Ale (which is exclusive to Co-op) to Fairtrade – which it says is the world’s first beer brewed with a Fairtrade grain.