3 Rivers secures Waitrose deal

January 27, 2008: Stockport-based brewery 3 Rivers is marking another significant milestone in the development of two of its leading brands: securing the operation’s first ever distribution deal with one of the UK’s largest and most up-market supermarket chains.

From this month the brewer will supply Waitrose stores with 500ml bottles of its smooth-bodied Manchester IPA (4.2%) and its dark, malty brew, Old Disreputable (5.2%), in an initial agreement set to boost brewery output by around 3% annually.

Selected Waitrose stores, including nearby branches in Cheadle, Wilmslow and Buxton, will stock the beers as part of their Local and Regional Initiative, the Waitrose campaign to promote top-quality local products sourced from up to a 30-mile radius of a Waitrose store, and regional products from up to 50 miles — a scheme which now encompasses around 1,200 individual products from 450 local suppliers.

After an initial approach from the brewery, a tasting session was organised with Waitrose’s specialist beer buyer, who was wowed by the amber colour, biscuit flavour and refreshing citrus finish of the IPA and the subtle hints of chocolate and coffee present in Old Dis, as it is commonly known. The supermarket then invited the brewery to become part of its local producer scheme.

Illustrating its support for the country’s thriving real ale sector, Waitrose already carries a surprising number of beers in its branches, with the multi-million pound brands of larger brewers sharing space on the shelves with ales sourced from around 85 small-scale breweries.

Mike Hitchen, founder, head brewer and managing director of 3 Rivers, said: “In the past couple of years there has been a big shift in the supermarkets’ focus towards smaller, local producers, and Waitrose has been at the forefront of this movement.

"The organisation’s support of small breweries helps ensure that more locally produced British beer is available for people to enjoy, and that our industry continues to thrive. In this area, there are a tremendous number of really high quality producers to choose from so to become one of Waitrose’s local heroes is a real honour for us.

"I firmly believe local customers like regionally produced products on the supermarket shelves, especially where beers are concerned. You get real innovation from brewers like us, meaning our ales are distinctive and that they build up an almost cult-like following, and now those connoisseurs searching out their favourite pint in local pubs and off-licenses have another option. They can pop into one of their local supermarkets to buy our beers too.”

This fantastic start to 2008 comes on the back of a terrific 2007 for 3 Rivers which saw the brewery buck the national trend for a decline in beer sales by increasing its output of award winning cask conditioned ales by over 25%.