Local, a pale ale brewed with 35% fewer calories, has launched in 300 Co-op stores.
The Light & Cloudy Pale (RRP: £2.00 per can) is described as offering a “delightfully crisp and refreshing first sip, complimented with a subtle sweetness”.
Local’s ambition is to lead the better-for-you revolution in the £21bn UK beer market as the definitive functional beer brand, bringing the UK in line with other similar markets where better-for-you beer already accounts for a large portion of the category (USA 47%, Australia 25%), with the UK trailing at under 4% currently.
Local was chosen from over 600 applicants to be one of six suppliers to hit Co-op shelves this month through its accelerated support scheme, The Apiary. Local, which has just secured a draft listing with one of the UK’s largest pub chains, is currently raising investment to accelerate its growth, with a large portion of funds already committed to the round from a number of drinks industry leaders.
Louis Collin, co-founder of Local, said: “It’s been an incredible journey to get to where we are – we’re super excited about the future and grabbing a slice of the £21bn UK market.”
Kelly Orme, Head of the Apiary, added: “We’re incredibly excited to have Local as part of The Apiary – there’s a huge opportunity to disrupt the beer category and The Apiary by Co-op is supporting the Local team to do just that.”
NAM Implications:
- With both parties determined to ‘disrupt the £21bn UK beer category’…
- …and penetration levels of better-for-you beer (USA 47%, Australia 25%)…
- …it is unlikely that traditional branded manufacturers will remain on the sidelines.
- i.e. anticipate reaction to this new entrant/disrupter…
- …all resulting in probable launches of competing products.
