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The pricing is not unrealistic.
What is your local shop and where is this in the UK?
As based on the trade price (I do some beer sales through work) and taking into account VAT they are making fuck all on either of those beers.
Verdant are selling Putty at £6.35 themselves (at the Experiment), the shops that are selling it at £8 are still making less than 40% margin based on the trade price (from a distributor).
Small independent businesses cannot survive on tiny margins.
mustardbeak-
The margins are neither here nor there. My point is that is a wildly over-hyped beer that's no better than any other DIPA that Verdant or anyone else makes. When you compare it to the Deya beer I mentioned it's just not as nice in my opinion, so the fact that it's £2 a can more expensive makes for an underwhelming experience rather than a price scandal. If they're selling out I'm genuinely happy about that as a supporter of independent businesses and a Cornishman myself. I'm just baffled by the hype around what is just another DIPA.
mrJL
Grabbed a can of Verdant's Putty from my local shop yesterday and cracked it last night. Tried really hard to be objective and not hate it because of the hype. But it's just a nice DIPA, thick and full bodied, nice juicy taste but that's it. It still suffers from that cloying sugary build up by the end of the can that every DIPA I can remember has. A lovely beer but the hype and the price (2 for £12.50 where i got it from, but some places are charging £8 a can) is not justified, not even close IMO. Saturated in Motueka from Deya, 8% and £4.50 a can in the same shop, is a better beer.