Sainsbury's targets microbrewers in Beer Hunt
Sainsbury’s has launched its Great British Beer hunt with a new category designed to support microbrewers.
For the first time, small-scale brewers will be offered a regional listing with the supermarket – opening it to those who don’t produce enough volume to supply Sainsbury’s nationally.
BWS category manager Andy Phelps said: “The ultimate aim of the competition is to give our shoppers a great choice of interesting beers in store by giving brewers the opportunity to win listings with us for their very best beers.
“We listened to feedback from brewers last year and we decided to include a regional listing in the competition so that brewers producing small volumes better suited for a local market can get involved too.”
National listings are also up for grabs, and the winning and runner-up beers will go into shops in November.
The supermarket said the competition looks set to be the biggest yet, with more than 150 brewers already registered.
Five regional events where consumers can take place in the judging process will take place in April and May in London, Edinburgh, Bristol, Manchester and Birmingham.