Waitrose is to trial 440ml single ‘craft’ cans in the premium bottled ale fixture of 100 of its stores, as it looks to bring excitement to the segment and encourage craft beer drinkers to try more traditional ale styles.
The shake-up, which comes amid declining ale sales in UK supermarkets, will see the launch of seven new canned products in the PBA fixture in participating stores on 9 November. The new launches comprised of “styles or brewery collaborations that are more traditionally associated with PBA” than craft beer, according to Waitrose.
They include two collaboration brews from St Austell, a best bitter from Northern Monk and a collaboration between Roosters and Theakston called Peculier Assassin.
Waitrose has also added several new bottled ales to its beer range, including the latest edition of Fuller’s Vintage Ale, alongside Theakston Reserve, Tribute Extra Special, and Bishops Finger IPA. Also new is a 4x440ml multipack of Hawkstone IPA.
Meanwhile, the retailer has also launched a slew of new craft, speciality and lager lines, with exclusive brews from Gipsy Hill, Rothaus, Toast Brewing and Double Barrelled landing in stores from next week.
A total of 50 SKUs are launching across the Waitrose estate, with a fifth of them exclusive to the retailer.
“In our latest range review we have centred on responding to changing customer habits while driving real innovation in the beer aisle,” said Jourdan Gabbini, Waitrose beer and cider buyer. “We know that our beer lovers are keen fans of craft and premium options from around the world and we have added some key new bottles that bring fresh energy to our range.”
“We are the first supermarket to trial a shelf of 440ml single ‘craft’ cans in the premium bottled ale fixture in 100 shops. All of these are styles or brewery collaborations that are more traditionally associated with PBA and will offer our beer lovers exciting and interesting beers that are not widely available, encouraging exploration between the two segments.
“Alongside this, independent breweries and authentic global imports remain key, and we’re thrilled to bring exciting exclusives to Waitrose shelves, including Rothaus Pilsner in its first-ever UK supermarket listing.”
Ale and stout sales remained in both value and volume decline in the year to early September, The Grocer’s Top Products Survey 2026 will next month show.
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