Local beers are experiencing a renaissance, one
supermarket has found.
According to Scotland Food and Drink, Waitrose has
noticed a dramatic rise in real ale sales as consumers
increasingly seek locally-sourced products.
The total beer market was found to have grown by 8.2 per
cent compared to last year, but local and artisan beers
and ales were up 46 per cent.
Neil Whelpton, beer buyer at Waitrose, was quoted as
saying: "Our local brewers are shedding the 'flat and
warm' image of British beer and producing distinct and
diverse flavours and aromas. A well-crafted pint is
therefore as interesting - and individual - as a glass
of fine wine."
He added that the company's stores now stock over 300
beers, ciders and liqueurs from local and regional
In June the Telegraph reported that market research
company TNS had found British ale sales to be rising as
more and more consumers chose it over lager.
This shift was attributed to a changing of image, with
real ale being presented as a sophisticated alternative