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Waitrose expands local beer ranges

October 16, 2007: Waitrose is extending its range of local and regional beers this autumn to include an additional 50 local brews.

Although all 185 branches currently stock local beer, additional favourites will be introduced, reinforcing the stores commitment to supporting local and regional breweries. Sales of beers from these producers have been increasing by 140% year on year.

The retailer now supports 124 local and regional brewers and is unique in offering local products made by small-scale producers within a 30 mile radius of the branch. With direct delivery from breweries to individual branches, the supermarket has even received Parliamentary support for its ongoing work with local brewers.

Sales of local cider have also seen considerable growth at Waitrose in the last year — up 350%. In response, the supermarket will be launching an additional seven new ciders, meaning more support for UK apple orchards.

Owen Morris, of the Campaign for Real Ale (CAMRA) said: “As an independent consumer organisation we are continually campaigning for greater appreciation of traditional real ales and ciders.

"Waitrose support of small breweries will help ensure that more locally produced British beer is available for people to enjoy, and that the industry continues to thrive.”

Waitrose beer buyer, Steve Wallace, added: “The 140% increase in sales of local beers is testament to our customers becoming progressively more and more demanding with their palates.

"The move to extend the range of local beers and ciders reflects our commitment to reconnect customers with breweries and artisan producers in their local communities, as well as ensuring we offer a broad range of authentic brews in all our branches to satisfy every taste.”

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