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17th August 2020

Waitrose partners with Small Beer to meet rising demand for lower alcohol options

Small Beer, the specialists in classic beer styles below 2.8%, will be available in 175 Waitrose stores across the country from August 16th as demand for lower alcohol options sees a dramatic rise.

Recent YouGov data shows that of those who drink alcohol in the UK, 75% say that they are drinking the same amount or more since lockdown began. However, the global emphasis on individual health alongside more time at home has seen UK shoppers balance their drinking with maintaining a healthy lifestyle. This has paved the way for increased demand for the Low & No alcohol sector.

Waitrose has seen a continued rise in sales for Low & No beverages since lockdown began. Expanding their offering to include two different styles from Small Beer’s range is yet another move to meet customer drinking habits formed before and during Covid-19.

Louise Witchell, Buyer for Beer & Cider, comments that Waitrose has “witnessed the rapid growth of low alcohol beers which is why we’re looking forward to developing our partnership with Small Beer Brew Co. They are a leading brand whose quality and innovation makes them a perfect partner for Waitrose. By bringing their 2.1% Small Beer Lager and 2.5% Session Pale into our range, we’ll be even better placed to meet the rapidly growing demand from our customers for lower alcohol options.”

Pioneers in the field, Small Beer is the world’s first brewery dedicated to the sole production of the historic category of ‘small beer’ (between 0.5% – 2.8% ABV). Based in South Bermondsey, Small Beer combine brewing innovation with its trademark big thinking to deliver beer that’s full of flavour at a lower strength, offering exceptional taste that won’t leave drinkers suffering from any slowdown the following day.

Small Beer’s Co-Founder, James Grundy says “we’re thrilled to be stocked on Waitrose shelves. Both in and out of lockdown restrictions, Small Beer caters to a multitude of drinking occasions, whether that be paired alongside a sunny weekend BBQ, a working from home afternoon sharpener or even a post-run refreshment. We hope that including Small Beer in their weekly shop helps customers balance the extremes of current day-to-day life, as it’s never been more poignant to reward ourselves, whilst trying to strike that all important balance.”

Small Beer’s Lager and Session Pale will be available in Waitrose stores nationwide from August 16th, RRP £2.15

Small Beer Lager 2.1% ABV
What: a classic Pilsner-style lager with a continental bite
Think: bright, crisp biscuit with a citrus nose
Moments: evening sundowner, picnic partner, refreshment provider
Also: 74 calories, vegan beer, naturally gluten free

Small Beer Session Pale 2.5% ABV
What: a flavour-packed pale, full of tropical hops and glory
Think: bright, fresh citrus, met with juicy bitterness
Moments: end of work countdown, all-day weekend fuel, BBQ accompaniment
Also: 85 calories, vegan beer

Notes to Editors
Having launched the world’s first small beer brewery in Bermondsey, South East London, Co-founders James Grundy and Felix James are clear in their promise to create a world class beer with a sociable ABV – a beer that brings all the enjoyment without slowing you down.

In brewing beers that have a low ABV of 0.5% – 2.8%, Small Beer is reviving a tradition lost in the 19th century. From 1600-1800’s, when clean drinking water was scarce and consumption could be fatal, small beer replaced water as the safer alternative, and it was drunk everywhere from the workplace to schools.

These Small Beers have big taste. Without cooking off the alcohol or stripping it out via reverse osmosis, the portfolio of beers are brewed to strength with only the finest ingredients.

Small Beer Brew Co. is proud to be London’s first brewery to achieve B Corp certification, an international accreditation that recognises a company for meeting the highest standards of social and environmental impact and using business as a force for good. Amongst a host of initiatives including using renewable energy and recycled packaging, they champion a ‘dry floor’ policy at the brewery. This refers to the reduced amount of water used in the brewing process – from the industry standard of 8-10 pints, cut down to just 1.5 per pint of beer brewed.

As well as producing world class beer, the brewery itself doubles up as an artistic venue, playing host to the already popular #SmallBeerSessions, a variety of live music, comedy nights, yoga classes, panel discussions, weddings and other private events.

For further information on Small Beer Brew Co. please visit

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