Craft beer has become so fashionable that demand at Tesco has rocketed by 130% in the last year.
As a result of its soaring popularity and to meet the changing tastes of its customers, over the next week the supermarket chain will be increasing its range from two to more than 30 different craft beers in more than 400 high street stores across the country.
Tesco buying manager for beer Peter Bexton said: “Craft beer is the fastest growing drinks trend in the UK right now. 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.
“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 number one craft beer BrewDog Punk IPA, to the beautifully malty Brooklyn Lager and even the rich Innis & Gunn Oak Aged Beer.”
The Express extended range will also include a new beer by Scottish-based BrewDog called Elvis Juice.
In addition to changes with craft beer, Tesco is also trialling a chilled beer and cider delivery service. It is available to Tesco.com customers living in south-east London, and the Kent towns of Bromley and Dartford.