Supermarkets and the race to the bottom

[Hoddy]

So I was in the supermarket today and I checked out the beer isle in Asda.

I was shocked to see these beers. Why was I shocked might you ask? Well I was shock because they were £1.25 each. No they weren’t on offer as far as I could tell. This is the actual price of these cans of “craft” beer in a major super market.

Now I’m all for introducing the uneducated to decent beer. But surely this is the supermarkets de-valuing decent beer and driving the race to the bottom ever further. How are micro breweries going to manage with supermarkets driving margins and values down by having breweries under their wing?

How can any potential new drinker of non macro beer be introduced and then think that decent beer is this cheap. Because this is just macro beer hiding in different clothing.

Is this just me?



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[Chippy_Tea]

Sorry to disagree Hoddy but I think it's a good thing why should drinkers have to pay more for good beer I also don't think it'll effect micro breweries as the people who like to go to these places will not stop because you can buy craft beer in Tesco/ASDA.

 

[dan125]

I tried those last week (4 in the range in our local ASDA) and thought they were pretty good for the money.
They're not much cheaper than the 4 for £6 deal on most other beers.
I guess as craft becomes more mainstream the supermarkets will want to get in on the act.
I wish I had a decent bottle shop nearby though that sold a good variety of beers, as the supermarket offering gets a bit dull.

 

[Martybhoy]

God knows what constitutes a craft beer, but I'm skeptical that you can buy it in a supermarket. IMO the level of production required to be able to sell in supermarkets nationwide, and keep them reliably stocked, means the product is unlikely to be craft (if they are only stocked locally then perhaps).

That, however, does not mean they can't be good.

But then, who decides what's craft beer and what isn't?

My personal opinion is that if product quality is the driver, above all else, then it might qualify as craft beer. If profit is behind the brew, then it's probably not craft beer. Some breweries clearly make beer to be as awesome as possible. To me that's craft beer.

 

[Chippy_Tea]

God knows what constitutes a craft beer, but I'm skeptical that you can buy it in a supermarket.

I have had many bottles of beer in the 3 for £5 section of my local bargain booze and the the 4 for £6 section at ASDA, i have found many i like and have bought again and some i haven't, i don't know which are classed as craft and which are not and i don't particularly care as long as they taste good and don't cost silly money.

.

 

[Clint]

Craft...what exactly is craft....??

 

[Chippy_Tea]

Here are some of the offers in ASDA , use the "view all" link in the red box under 4 for £6 - https://groceries.asda.com/shelf/lager-craft-cider-offers/4-for-6-bottles-cans/_/1262976150
.

 

[Chippy_Tea]

Craft...what exactly is craft....??

craft beer
noun
A beer made in a traditional or non-mechanized way by a small brewery.

Does that mean a big brewery cannot make craft beer? aunsure....

.

 

[Clint]

So none of it on supermarket shelves can be classed as craft...except boddingtons of course. Oh sorry that's crap.
Saying that though ..it's either got to be made traditionally or non mechanised...it's all mostly made traditionally...hot water added to malt etc.

 

[Dutto]

I believe a "Craft Beer" label as much as I believe that the advert for Werther's Original is an accurate depiction of the way they are made?

I really don't believe that to make Werther's Originals a man stands pouring toffee from a bowl into a small mould; just like I don't believe that a mega-company like ASDA gets its beer from somewhere other than a brewery.

TBH, I can't believe that the Labels on the cans of "Craft Beer" at ASDA are produced anywhere other than in a huge factory!

 

[Gunge]

It's utter cobblers, akin to 'farmhouse' on a loaf. Gotta impress some folk tho', or they probably wouldn't persist with it.

 

[Chippy_Tea]

It's utter cobblers, akin to 'farmhouse' on a loaf. Gotta impress some folk tho', or they probably wouldn't persist with it.

How much do i hate the words "Farm Fresh" on some products.

 

[Pavros]

It's utter cobblers, akin to 'farmhouse' on a loaf. Gotta impress some folk tho', or they probably wouldn't persist with it.

Doesn't the term Farmhouse refer to a specific type of loaf, like granary, bloomer and cob?

 

[Gunge]

Doesn't the term Farmhouse refer to a specific type of loaf, like granary, bloomer and cob?

No idea. But unless implicitly stated on the packaging, the intent is clear... made in a farmhouse.

 

[Slid]

You can get very good beers from ASDA in the 4 for £6 offer. So that's 2 litres for £6 and I estimate the total all-in cost of my AG is roughly £1 a litre for beer of maybe roughly similar quality.

Except I think mine is better!

 

[Chippy_Tea]

You can get very good beers from ASDA in the 4 for £6 offer. So that's 2 litres for £6 and I estimate the total all-in cost of my AG is roughly £1 a litre for beer of maybe roughly similar quality.
Except I think mine is better!

I am not sure what that has to do with the OP and a suggested race to the bottom are you suggesting we do not buy beer from supermarkets as its overpriced and we can make beer of better quality for a third of the price.

Now I’m all for introducing the uneducated to decent beer. But surely this is the supermarkets de-valuing decent beer and driving the race to the bottom ever further. How are micro breweries going to manage with supermarkets driving margins and values down by having breweries under their wing?

 

[Slid]

I am not sure what that has to do with the OP and a suggested race to the bottom are you suggesting we do not buy beer from supermarkets as its overpriced and we can make beer of better quality for a third of the price.

Probably has little to do with the OP, as we may already have drifted somewhat off topic. However, Asda do sell Brewdog 330ml cans at 4 for £5 and have 330ml cans in the 4 for £6 section. £1.25 looks like it may be an end of promotion thing. I always look at the beer section in Asda, but only buy to make comparisons with my own efforts. Not seen these in the local branch. Not at £1.65 or £1.25.

Whether this is overpriced or not is not particularly the issue and I mention cost only in terms of a Homebrewers perspective. It does have to be remembered that doing AG brewing is very much a hobby sort of an activity, in the sense that the time, effort and intensity involved is justified only in terms of it being an enjoyable experience (on the whole) in its own right.

 

[Dutto]

Y......... I estimate the total all-in cost of my AG is roughly £1 a litre for beer of maybe roughly similar quality.

......

I sincerely hope that you are underselling yourself there!

 

[marshbrewer]

craft beer
noun
A beer made by a person called Tristan with a twatty beard, who is taking time out from surviving on his meager trust fund to 'live the reality' with the common man by producing keg beer that costs £25 a pint.

 

[Slid]

I sincerely hope that you are underselling yourself there!

Here are the numbers. I bought a Grainfather in March 2016 for £600 and have bought all kinds of kit over and above. Lets say, as an indicative number, that the kit does 100 brews. So that is £6 for the GF and a notional £4 for the rest.
The ingredients for a 25L in the FV brew cost, lets say £10. It is much more if you are a big fan of US "C" hops. In that case it may be nearer to £20.
Making an AG beer is costly also in terms of electricity and water. Not just on the day, but in terms of keeping containers and equipment clean. Maybe add on a bit for that.
Then you acknowledge that there is some shrinkage and maybe it really does come out at circa £1 a Litre.

After a while, it is not just about saving some money on buying beer.