Lidl, the German discount supermarket chain, is now selling its own range of craft beers. The chain, which has more than 10,000 stores across Europe, launched the range in the UK last month with six beers brewed by Scottish craft beer maker Williams Bros.
The range includes a pale ale, an IPA, a wheat beer, a lager, a stout and a “seasonal” beer. All of the beers are vegan and have an ABV of 4.5%.
Lidl is not the first supermarket to sell craft beer – Tesco, Sainsbury’s and Asda all sell their own ranges – but it is the first to sell Scottish craft beer.
The move into craft beer is part of Lidl’s wider strategy to appeal to younger shoppers. The company has also launched its own range of vegan wines and has started selling avocado on toast in its stores.
So far, the response to Lidl’s craft beer range has been positive, with customers praising the quality of the beers and the low prices.
Lidl’s craft beer is brewed by Williams Bros, a Scottish craft beer maker. Williams Bros has been brewing beer for over 20 years and has won numerous awards for its beers.
