Getting your beer into supermarkets sounds like the dream, but for most breweries, it’s where the nightmare begins.

In this episode, Tim Weaver, The Brand Weaver, chats with Ben Penrose, founder of Striqe and co-author of We Are Beer’s ‘Future of Craft Beer’ report. Together they unpack what grocery buyers really want, why most breweries get it wrong, and how to turn your next pitch into a real opportunity.

Ben shares insider insights from 20+ years working with retailers, including:

• Why craft beer sales have gone static (and what that really means)

• The traits of “commercially capable” breweries buyers actually trust

• How to prepare for buyer meetings like a pro

• The common pitfalls that kill supermarket deals before they start

• What small breweries can learn from big brands like BrewDog

If your goal is to grow beyond taprooms and bottle shops, this episode is essential listening.

🎧 Listen now and discover what it really takes to get your beer on the shelf.