We legally are not allowed to tell the supermarkets how much to charge for our awesome beer. They have their own margins and we are totally cool with that! It is the same way supermarkets often have different prices compared to independent retail.
The well-documented rising cost of materials, labour and supply chain operations is reflected in the final price on our online shop products. It aligns with the similar price increases you will see instituted across the beer category in all sales channels.
As our company mission is to make everyone as passionate about craft beer as we are we don’t mind where they get their beers, just as long as they are loving the craft!