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I do wonder whether independent brewers are making money when they sell through the multiples.
Eight x 330ml cans for £9 suggests someone is taking a big hit. Yes - supermarkets sell booze as a loss leader (and I understand the economics of scale) but they’re also notorious for shafting small suppliers for the ‘privilege’ of carrying their lines.
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I don’t think there are that many Indy breweries that do sell through supermarkets
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Grocery supply chains are so efficient and rate of sale is so comparatively high that despite the lower margin, I’d imagine most brewers with a national supermarket listing find it very profitable. Not to mention that shifting that much volume and being reliably paid for it goes a long way towards covering fixed costs.
Whether selling your product at a price that undercuts the indies/on trade is a strong long term proposition for your brand is a different question but I suppose everyone is already used to paying the same price for a pint in a pub as a 4 pack in the supermarket anyway
Source: sell booze to supermarkets
Johnnyw75
LukeG
Sainsbury's are selling Brixton Beers for £1.80 can.
Significantly cheaper than buying direct from Brxton Brewery where it is £2.65 can.
Totally doesn't make sense but guess that is what happens when.you sell to a mega brewery and I'll be doing.more shopping at Sainos!