“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time,” Abraham Lincoln once famously paraphrased.
The same challenge is arguably similar to the one facing German supermarket chain Lidl with its attempts to fulfill the escalating demand for good quality beer from the UK’s drinking public.
Quality and Quantity?
From 22 June Lidl will offer 48 beers, primarily sourced from local breweries, across eight regions in the UK. These will be complemented by a number of world beers and premium ales.
According to the company, these will fall into a price range between £1.17 and £1.69 with the majority setting buyers back £1.49.
Confirmed additions to Lidl’s range include beers from Innis and Gunn, Hogs Back, Portobello and Trowbridge, Ringwood, Whitstable Bay, Jennings, Black Sheep, Badger, and Bombardier.
Initial reaction from readers of The Brewer’s Journal has been somewhat lukewarm with many arguing that, bar several of the list, most can be purchased in other supermarkets.
Just the beginning
“We have selected a range that is predicated on quality and one that helps represents breweries from across the UK. It is important to remember that this is just the start of what we will be offering customers,” explains Hulme.
Hulme and a colleague, Edward Smeaton, have been working on the beer concept for nearly two years. With wine sales up 38% year-on-year at Lidl, the duo were keen to expand its beer offering beyond the “small selection” it had for customers.
He adds: “We’ve gone through a process, looking at the concept and how it would work. What is key for us was sourcing beers nationally, an extensive process that enabled us to ascertain who was, and who wasn’t interested.
“Some breweries wanted to concentrate on their core business and didn’t want to work with us, which is fine. Some simply couldn’t handle the volumes we would require.”
Value for money
Hulme would not be drawn on whether cost was an issue for some breweries but reiterated that what remains key for Lidl was the ability to offer value for money.
He adds: “There are no multibuys. If you want to buy one beer then you can, you are not required to pick up three or four beers in order to activate a special offer. We pride ourselves that we are the best value retailer.
“We are offering value for money and we are offering variety. Some existing Lidl customers will soon be able to source their beers from us and hopefully, it’ll also encourage new customers to visit.”
But step into Morrisons and you are greeted with Hardknott Brewery and BrewDog, Marks and Spencer offer Fourpure in addition to its ever-expanding rebadged range, while Tesco and Sainbury’s are also making strides. Will Lidl follow suit?
Hulme concludes: “I truly believe that beers from breweries such as Portobello, Wooden Hand and Box Steam, in addition to the rest of our range offer real quality and choice. Beer is deeply subjective and I would hope we would have a good selection that offers for everyone.
“My feedback would be that we are the best value retailer on the market. It’s a positive start, and we are already planning on increasing the range by 50% later in the year. And if you’re not interested in the local beer, where else can you get a good quality Belgian Trappist beer for less than £1.50 in the UK?”
