SPAR Launch UK-wide

Wholesalers AF Blakemore and Appleby Westward will stock Gen!us Craft Lager in 350 of their SPAR corporate stores from August 12th. The low calorie craft lager will be sold in 330ml 4-packs across Wales and the whole of England, south of Manchester. In 2020, Gen!us listed in 100 SPAR Scotland stores with CJ Lang where it quickly built up a loyal following among health-conscious beer fans. Now the ambitious brand is bringing its #SmarDrinking ethos to SPAR customers across the UK. 

COVID-driven lockdowns have seen convenience store shopping rise across the UK as shoppers stay closer to home and seek to purchase more quickly.* COVID has also put health and obesity at the top of the agenda. This has helped accelerate the trend for healthier drinking, which has seen no-alcohol and light beers, such as Gen!us, becoming increasingly popular.

 Charlie Craig, Co-founder, Genius Brewing, said: “There’s no doubt we’re seeing a huge change in attitudes towards health and alcohol consumption, as evidenced by the growth in no-alcohol beers. But most drinkers face an all-or-nothing choice: beer with lots of booze, or no booze at all. Gen!us offers a balanced alternative: genuine craft beer enjoyment but with less alcohol and lower calories. We think that’s a smart choice.” 

 Until now, Genius Brewing has focused its growth mainly on ‘home territory’ in Scotland but a high-profile appearance on Dragons’ Den in April*, together with the company’s support for the My Name’5 Doddie Foundation have proved key catalysts in building the company’s brand awareness across the UK. 

 Jason Clarke, Co-founder, Genius Brewing, said: “#SmartDrinking is all about balancing quality and health. Launching with two fantastic wholesale partners in AF Blakemore and Appleby Westward, we’re delighted to be introducing Gen!us Craft Lager to Spar customers across England and Wales.” 

 Simon Scammell, Head of Trading, AF Blakemore, said: “The craft beer market is constantly evolving and we’re now seeing a move towards light beers and session ales with lower ABVs. AF Blakemore always keeps a keen eye on changing consumer tastes and we’re excited to be offering an innovative, light craft lager in our Spar stores.”

 Matt Billing, Head of Trading, Appleby Westward said: “The South West has a huge rugby community. With 5p from every can of Gen!us going to support Doddie Weir’s MND foundation, our Spar customers will not only be able to support a great cause, they’ll be able to enjoy a new low calorie craft lager that suits their healthy lifestyle.”

Jason Clarke