Waitrose has announced a groundbreaking initiative that marks a UK supermarket first, specifically designed for shoppers purchasing alcohol. The premium supermarket chain is wholeheartedly supporting a campaign to promote beers from genuine independent breweries, introducing a dedicated 'Indie Beer' section on its website and planning comprehensive in-store promotional activities.
A Dedicated Space for Independent Brewers
Beers from authentic independent breweries are now prominently featured in a new Indie Beer section on Waitrose.com. This online space is reserved exclusively for products from genuine independent breweries, deliberately excluding craft beers that are produced or owned by global beer corporations. This strategic move aligns with the launch of an expanded beer range at Waitrose, which places a significant emphasis on offerings from local, independent breweries across the United Kingdom.
Campaign Coordinator Applauds the Initiative
Neil Walker, the Indie Beer campaign Coordinator, expressed his enthusiasm for Waitrose's involvement. "It is fantastic to have Waitrose backing the Indie Beer campaign and making it easier for shoppers to buy beer from local indie brewers," he stated. "Not only have they extended the number of local independent breweries that they sell, with a focus on quality and flavour, but the dedicated Indie Beer section of the Waitrose website makes it crystal clear to shoppers the beer they’re buying is the real deal."
In-Store Promotions and Consumer Awareness
Waitrose also plans to run in-store promotions for this new beer range to coincide with Indie Beer Week, scheduled from 10th to 19th April 2026. The campaign has already garnered substantial traction, with approximately 700 independent breweries from across the UK actively participating. Impressively, consumer awareness is growing, with 31% of young beer drinkers aged 18-24 now familiar with the Indie Beer campaign.
Clear Distinction from Craft Beer
Neil Walker further clarified the distinction between 'Indie Beer' and the broader 'Craft Beer' category. "Unlike ‘Craft Beer’, which is a term used to describe a huge range of beers including some which are actually made by Global companies such as Budweiser and Heineken, there are clear rules around which breweries can and can’t be defined as ‘Indie Beer’," he explained. "Just like the Red Tractor symbol on produce or the British Lion mark on eggs, consumers can be confident when they see the Indie Beer mark they are buying beer from a true independent brewery."
Waitrose's Commitment to Quality and Innovation
Jourdan Gabbini, Waitrose Beer and Cider Buyer, welcomed the partnership, highlighting the supermarket's commitment to its customers. "I am delighted that we will be the first UK supermarket to officially support the ‘Indie Beer’ campaign," Gabbini said. "Our beer loving customers are always looking for new beers from innovative, high quality, and exciting independent breweries, and this signposting allows us to champion those producers who do it so well."
Gabbini added, "I am proud to continually provide our customers with refreshing, modern options in our beers range at Waitrose while also supporting genuine British independent breweries such as Tap Social, Round Corner, The Kernel and Burning Sky." This initiative underscores Waitrose's dedication to offering diverse, high-quality products while fostering support for local and independent businesses within the UK's vibrant brewing industry.
