Pillars Brewery has landed its first-ever supermarket listing with Sainsbury’s.
The Walthamstow-based brewer’s flagship Pilsner has rolled into 70 stores across London and the south east (rsp: £3.25/330ml).
The 4.0% abv lager is gluten-free and “packed with pine and citrus flavours”, according to Pillars.
Its launch into retail would enable more shoppers to discover “Bavarian-quality lager brewed independently in the UK”, said Pillars.
“This listing is not only a big win for us as a brewery but also for lager-loving fans in London and the south east,” said Pillars head of sales Peter Kennelly. “As a brewery that was built from the pub it’s fantastic to be able to grow the Pillars brand with this listing and drive awareness, not only for our lagers but for the category of independent UK lager in general.”
Gavin Litton, Pillars CEO and co-founder, added: “Pillars has spent a decade proving that Britain can brew lager that stands alongside the best in the world. The Sainsbury’s listing is recognition of that work.”
By expanding into supermarkets, Pillars would grow its brand and this would help drive more consumers to venues stocking its products, Litton predicted.
“Brand recognition on a major retail shelf drives higher rates of sale on the bar, and the pubs, bars and restaurants that have backed us from the start will see that lift directly,” he said. “We are not chasing volume. We have not changed how we brew, what we charge, or who we sell to. Retail and hospitality reinforce one another. This is great news on both sides of the bar.”
Pillars Brewery was established in 2016 by “a team of family and close friends, driven by a mutual adoration of lager”.
As well as selling its beers across hospitality and the on-trade, Pillars also operates an on-site taproom called The Malt Haus and a bar at Crate events space in Walthamstow.
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