'Craft' beer in supermarkets is nothing new, after all Brewdog have had a presence in Tesco for over six years, but recently there appears to be a concerted effort amongst the big five (and discount retailers) to supercharge their beer aisles. With sales of beer stagnating across larger food retails outlets, it's about time there was a more diverse offering, and generally speaking, most drinkers are as receptive to a bargain pale ale as they are to a limited release Barrel-Aged Imperial Stout.
