The Tesco Conversation

Vault City Brewing Tesco Beers

From Monday 19th April we’re thrilled to announce that Vault City will have two new beers launching exclusively in Tesco stores across the UK. 

This is a long one, it’s not meant to be preachy, just a place for our cards to go right on the table and tell everyone that has helped get where we are what we’re doing, why we’re doing it and what it means for Vault City. This is 18 months in the making and something I’ve spent a long time thinking over, so strap in for a ramble:

 

It’s been roughly two years since we brewed our last batch from our flat in Edinburgh. Since then, we’ve moved twice, taken on 6 (soon to be 7) full time staff members, survived a pandemic and made a small mark on the UK beer scene by brewing beers that excite, entertain, and push the boundaries and perception of what beer can be.  

Every time I step foot in our new brewery in Portobello I’m slightly taken aback; this dream has been in motion, one way or another, for the past 10 years. I’m a massive believer that the bigger the dream the more important the team – the work that has gone into getting us here cannot be understated and I couldn’t be more grateful, proud or in admiration of the people around me. 

 

Building new breweries and paying decent wages don’t come cheap. A lot of breweries don’t like talking about their brewery as if it’s a business, however, let’s briefly buck that trend. After taking on our new unit, brew kit, wages for folks and a list literally as long as my arm, our operating costs are eye watering. If I imagine reliving what happened in March 2020 when the pandemic hit, at this point in time we’d have 9 days before the business falls over and we can’t pay our staff.   

It’s a risk I’m not comfortable with. We don’t have any angel investors or family bankrolling us. We’ve had multiple offers of capital for a stake in the business, an offer I simply don’t want to take. We’re committed to going about things our own way, on our own terms, making great beer and enjoying doing it. We don’t want investors looking at how we can “sharpen the pencil” and “improve the bottom line” – we want to continue to operate restriction free, exploring Modern Sour Beer and taking it to as many people as we can. 

 

We’re immensely excited for these beers to hit the shelves in Tesco stores nationwide. They sit separately to our Session, Serious and Silly range and will not be sold through the trade. They’re both tasting fantastic and have been created using the same no-holds barred approach we’ve taken since day one. The same heavy-handed focus on quality fruits, the tart acidity you know us for and thanks to our House Mixed-Culture they are shelf stable like all our beers, not requiring fridge space.

Working with Tesco so far has been a really positive experience, Domo, Jack, and Luke have been very collaborative and understanding of what we’re looking to achieve. When we were designing the recipes there was full emphasis from both sides on putting exceptional Modern Sour Beer out to a wider audience. We worked with our suppliers to come up with a unit cost that worked for both of us. That’s the thing that can’t be replicated outside of supermarkets - economy of scale. We’ve been able to say to our suppliers “We need 70 tonnes of Raspberry puree this year” and they’ve been able to come back and say “Here’s how much that’ll cost, given the volume we’ve been able to get it down”. Same for bottles, bottle caps, labels, cardboard boxes and shipping.  

With that said, the profit from these two beers going into Tesco will make a significant dent in our operating costs. Coming out of COVID it seems strange to talk about a similar event happening in our lifetime but given humanity’s current trajectory I’m not confident it can be entirely discounted. I’m hoping that Vault City will be around for decades, this partnership goes a long way to ensure that we are.  

When I was discussing launching two beers in Tesco with a friend from another brewery, they had an interesting reaction – “That was the first thing that happened at [un-named brewery] before they eventually sold out”. For us the opposite is the reality, we’ll keep making the beers we’re known for, reinvesting everything back into Vault City – we’ve got some really ambitious plans for the near future; a taproom unlike anything else in the UK, a dedicated barrel and foudre ageing site, a charity collaboration with an Islay distillery which will secure 4 million litres of drinking water through projects around the globe, a couple of sites around the UK for people to enjoy beers from us and our friends and the Vault City Secret Garden. 

We believe that the beers we make are incredibly accessible and will hopefully start a good few people on their craft beer journey. Mine started with BrewDog and Innis & Gunn, purchased from my local Tesco. If the bug bites, then it’ll drive people to continue exploring craft, the shelves in Tesco are great and getting better, but eventually this will drive people to bottle shops, bars and local breweries.  

We’re not entertaining a race to the bottom; the price is the price, and we’ll not move on that. I realise there might be push back from independent retailers, in full solidarity with the places that have supported us this far, these new beers will be exclusively sold in Tesco stores so that there is no ambiguity on prices or margins. The innovative sours we’re known for (our Session, Serious and Silly Sours) will only go to market through trade accounts. These great bars and bottle shops provide a unique experience, getting to know their customers and their specific tastes and really driving a community around beer, something that I know I’ve missed over the past 18 months and something you don’t get on aisle 19. 

 

So, there it is – two exclusive beers, Tropical Sour and Raspberry Sour, will be landing on Tesco shelves from Monday 19th April. Brewed and packaged by the six of us at our brewery in Edinburgh. Drive 7.5 miles to your local Tesco and let us know what you make of them. 

What’s next? 

Business as usual - we’re still releasing three new beers every fortnight on #SourSunday! We’ll go into more detail on some of the upcoming projects in the coming months, we’re really excited to get back out there and grab a beer with you all at festivals, tap take overs and hopefully soon at our very own taproom. 

 

Steve 

Co-founder 

 

The List

 

Product: Vault City Brewing Raspberry Sour 330ml Product: Vault City Tropical Sour 330ml
Aberdeen Extra Abingdon Extra
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