SuperValu accounts for €2 million in annual Irish craft beer sales
Retailer holds a 20% share of the Irish craft beer sector and is outperforming the market, particularly in the ale category with a 66% year-on-year increase in sales
Print21 October 2015
Sales are certainly brewing at SuperValu, with the retail group announcing that it contributes €2 million in sales to the Irish craft beer market each year. SuperValu also announced details of a €200,000 contract with Brú Brewery, which includes the exclusive rights for the Irish microbrewery’s new 500ml format gluten free lager that will be available in-store from November. The deal will enable the brewery to create three jobs.
Since Brú Brewery started trading with SuperValu in September 2013, the Irish microbrewer has doubled the amount of cases it supplies the grocery retailer each year. The company originally started in 2013 with two staff and now employs eight staff. It will now add three additional staff before the end of the year to meet growing demand. The latest contract comes after the Irish craft beer brewing company won three awards at the 2015 World Beer Awards.
The Irish craft beer market has grown rapidly over the past number of years due to consumers increasingly opting for premium beer brands. Over the past year alone, over 400 new beers have been launched in Ireland. As part of its support for Irish suppliers, SuperValu says it identified the trend early and has supported a range of Irish microbreweries by stocking their brands in-store. As a result, SuperValu now holds 20% share of the Irish craft beer market and is outperforming the market, particularly in the ale category with a 66% year-on-year increase in sales.
Minister for Agriculture, Marine and Food, Simon Coveney, commented on the announcement, stating: “By giving Irish microbrewers like Brú Brewery the opportunity to grow sustainably, SuperValu is helping the Irish craft beer sector to build its reputation both domestically and abroad.”
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