Mercadona, a physical supermarket and online sales company, has reinforced its beer category by expanding its total number of beer suppliers from 7 to 40, national and international, with the incorporation, among others, of numerous local suppliers of craft beer. The company decided to expand and specialize its category of beers in 2017 after capturing that some of its customers could not find solutions to certain needs in the company's lines. For this, he began a co-innovation work with more than 1,000 clients that has allowed him, after more than a year of work, to update this category by increasing the quality of basic beers (Soft, Classic, Special and South Flavor), Combined and Alcohol Free, and offering specific solutions to specific needs through specialization (specialties). This improvement work has also meant optimizing the offer in the linear and achieving a better adaptation to local needs, since Mercadona's "Bosses" (as Mercadona internally calls customers) value the origin and proximity of the product.
This commitment, coupled with the consolidation of the more traditional varieties, in which quality has also been improved, has allowed a boost to the category has been reflected, consequently, in its volume of purchases. Thus, for example, during the last twelve months it has bought 90 million liters of more national beer, reaching 240 million. This volume has resulted, in parallel, in an increase in purchases of raw material from the Spanish countryside by its suppliers, which, in the case of barley, has increased by 14 million kilos more than in 2017.
Mercadona, which currently works with 40 breweries, has gone from working with six Spanish and one French brewery, to do so with twenty-eight national breweries (Mahou, Heineken, Damm, Estrella Galicia, La Zaragozana, Cervecera de Canarias, Font Salem, Tyris, La Sagra, Arriaca, La Virgen, Birra & Blues, Alegría, Premium Beers, Gara, Mulhacén, Nazarí, Rosas, Alma Turdetana, Gaitanejo, Domus, La Salve, 15 & 30, Tibidabo, Barcelona Beer Company, Mica, Kadabra and Toro ) and twelve international suppliers (Saint Omer, Martens, Birra Castello, Krombacher, Bavaria, Asahi, Société des Boissons du Maroc, Brasserie Licorne, Haacht, Marston's, Frutapac and Gmodelo).
It highlights the incorporation in the last months of a new Andalusian supplier, 15 & 30, as well as two Catalan suppliers, Barcelona Beer Company and Cervezas Tibidabo, and two Castilian-Leon suppliers, Mica and Kadabra.
Surprise "The Boss"
Through the Mercadona Co-Innovation Model and the collaboration with the Totaler Suppliers, today new solutions and new flavors are offered such as the different varieties of beer: gluten-free, radler 0'0, wheat, double malt, reserve, toast, Pale Ale, IPA and artisans. In addition, quality has been improved by looking for the best raw materials and betting on a more natural and additive-free preparation.
The transformation of the category has meant for the chain to offer up to 70 different beer options, a more complete, specialized and original assortment that customers are recognizing.
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