Tesco rejigs beer aisles to add craft and no/ low alcohol brews

Tesco plans to halve the number of Heineken products it stocks but denies this move is a direct response to the brewer’s planned price hikes in the wake of Brexit.

The number of Heineken products and pack sizes stocked by Tesco is reported to have dropped from 53 in January down to 22 this month, with the retailer showing increased interest in tapping into the popular craft beer sector. It recently increased its craft beer range by 30 following a successful trial in its smaller Tesco Express stores.

A spokesperson for Tesco said: “We frequently review our ranges to ensure they meet the needs of customers. We continue to offer customers a great range of beer, lager and cider.”

A spokeswoman added that the move was part of an ongoing strategy by the company to improve the shopper experience, which has involved looking at ranging and availability across the store.

Craft beer is an area it has been looking at for some time, along with other segments within beer such as low and no alcohol, and she confirmed that the retailer will stock Heineken’s recently launched alcohol-free variant: Heineken 0.0.

Heineken 0.0 was created in direct response to growing consumer interest in the low and no alcohol sector, and for the same reason the brewer has also been investing in craft beer. Last month it revealed that it aimed to tap into the growing trend for canned craft beers with the launch of two 4.6% abv beers under the Maltsmiths Brewing brand. The range currently includes a Bavarian-style Pilsner and an American-style IPA, both priced at £1.85 for a 33cl can or bottle in the off-trade. The new beers will sit within the part of the Heineken business that looks after the Caledonian beer portfolio, as well as Monteiths beers from New Zealand and Lagunitas. 

Related articles: