Waitrose become first UK supermarket to back trailblazing ‘Indie Beer’ campaign
Premium supermarket chain Waitrose have thrown their weight behind a campaign to promote beer from genuine independent breweries, with a new ‘Indie Beer’ section on Waitrose.com and planned in-store promotions.
Beers from independent breweries now appear in a new Indie Beer section of the Waitrose online store, reserved exclusively for beers from genuine independent breweries and excluding craft beers produced or owned by Global beer companies. The move coincides with the launch of an expanded beer range from Waitrose including a focus on beer from local, independent breweries.
“It is fantastic to have Waitrose backing the Indie Beer campaign and making it easier for shoppers to buy beer from local indie brewers. Not only have they extended the number of local independent breweries that they sell, with a focus on quality and flavour, but the dedicated Indie Beer section of the Waitrose website makes it crystal clear to shoppers the beer they’re buying is the real deal.” Neil Walker, Indie Beer campaign Co-Ordinator
Waitrose also plan to run in-store promotion of the new beer range to coincide with Indie Beer Week, which takes place from 10-19th April 2026. Waitrose beer buyer welcomed the partnership with the campaign;
Jourdan Gabbini, Waitrose Beer and Cider Buyer, says: “I am delighted that we will be the first UK supermarket to officially support the ‘Indie Beer’ campaign. Our beer loving customers are always looking for new beers from innovative, high quality, and exciting independent breweries, and this signposting allows us to champion those producers who do it so well.
“I am proud to continually provide our customers with refreshing, modern options in our beers range at Waitrose while also supporting genuine British independent breweries such as Tap Social, Round Corner, The Kernel and Burning Sky.”
The Indie Beer campaign was launched 16 months ago in response to confusion amongst consumers over which beers were independent, after YouGov polling found 75% of people surveyed believe consumers are being misled when purchasing beer from once independent craft breweries, such as Beavertown, Camden, and Fullers that are now owned by Global beer giants Heineken, Budweiser and Asahi respectively. The figure for beer drinkers surveyed was even higher, with 81% of beer drinkers believing consumers are being misled.
The Indie Beer campaign has been a trailblazer in the beer market, changing the way that many breweries and pubs talk about beer, dropping ‘Craft Beer’ in favour of ‘Indie Beer’ in an effort to reclaim control and make things clearer for consumers.
“Unlike ‘Craft Beer’, which is a term used to describe a huge range of beers including some which are actually made by Global companies such as Budweiser and Heineken, there are clear rules around which breweries can and can’t be defined as ‘Indie Beer’. Just like the Red Tractor symbol on produce or the British Lion mark on eggs, consumers can be confident when they see the Indie Beer mark they are buying beer from a true independent brewery.” Neil Walker added.
The Indie Beer campaign now has around 700 independent breweries from across the UK actively involved, and has struck a chord with consumers too – with an impressive 31% of young (18-24) beer drinkers now aware of the campaign.
View the Waitrose | Indie Beer Store
Visit Indie Beer
