Business / Supermarkets in sights of local brewery amid aim to increase UK sales
LERWICK Brewery is aiming to increase its UK mainland sales by 500 per cent over the next three years, with major supermarkets its first target.
The craft brewery has launched a new marketing campaign, and is hoping to capitalise on a burgeoning interest in Shetland and its food and drink by having its craft beers stocked on supermarket shelves nationally.
The company is looking to reach £1 million in sales by 2027.
It comes as the brewery sees a major uptick in the number of people visiting its premises, with attendance on its brewery tour doubling in the past year.
Fuelled by the ongoing success of the Shetland TV programme, and a growth in cruise passenger arrivals, Lerwick Brewery says it has witnessed a rapid growth.
It offers ales like the Lerwick IPA, and lagers such as 60° North, and said around 86 per cent of its sales in 2022 came from within Shetland.
The brewery was founded in 2012, and head brewer Jonny Sandison said they felt they were now “only scratching the surface” of the success they could achieve.
“We are proud of our roots in Shetland, which has grown in popularity in recent years with a lot of attention now focused on the islands as a result of the popular BBC series,” he said.
“With visitors from all over the world, the Shetland brand has never been stronger and we believe there’s a huge appetite for products related to the islands, including our beers.”
The company is actively pursuing partnerships with major UK supermarket chains, focusing firstly on Scotland.
Recognising the need to resonate with a mainland audience, the company will also reposition its brand and launch a full marketing campaign.
Managing director Graham Mercer said: “While retaining our core values of Shetland life, community, and creativity, the branding will be refined to appeal to a younger, trend-conscious demographic – primarily male, craft beer enthusiasts and those with a taste for adventure.”
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