Full Circle: ‘supermarkets are leaning into independent craft’
Newcastle’s Full Circle Brew Co has secured national listings in five UK supermarket chains. Here, the independent brewery tells Jessica Mason which beer trends to watch and also why it has chosen mainstream retail as its strategic route to market.
Full Circle has developed a cult following since its launch in December 2019, can now find its beers upon the shelves of Asda, Sainsbury’s, Tesco, M&S and Morrisons.
The brewery’s bestsellers include Looper IPA (found in 145 Asda stores; 376 Sainsbury’s stores; 406 Tesco stores; 300 Morrisons stores) and Repeater Session IPA (found in 384 Asda stores; 40 Sainsbury’s stores; 300 M&S stores). The beers are now each listed alongside supermarket-exclusive brews like Wacky Waving Inflatable Arm Flailing Tube Man DIPA (found in 400 Sainsbury’s stores), Mixtape DIPA (found in 406 Tesco stores) and a bespoke Double IPA for Asda (found in 380 Asda stores).
The beer trends to watch
Speaking to the drinks business, Full Circle Brew Co founder Ben Cleary said: “Personally, I think the IPA style has passed its peak; it’s no longer booming, but it’s not in decline either. But there is a noticeable shift, particularly among craft breweries, which are seeing strong success across a range of IPA styles.”
Cleary told db: “We find it a harder sell with the higher ABV IPAs compared to a few years ago. That said, IPAs are still growing in the retail sector as more consumers seek out and enjoy the more flavoursome, hazy beers.”
On the up: New Zealand IPA, Cold IPA and West Coast IPA
According to Cleary: “From the craft and indie side, brewers are diversifying. For us, one style that’s gaining traction is New Zealand IPA. It uses New Zealand hops, which are expensive but exceptional. In my opinion, they produce the best IPA style you can make. Supermarkets are asking for more New Zealand options, but the hops are expensive which makes them tricky to price commercially.”
In terms of beer trends coming through, Full Circle has also eyeing styles that could gain more traction in the UK. For instance, Cleary said: “We’ve also been working a lot with Cold IPAs, and have been for a while, but many people don’t really know what they are. A cold IPA is hopped to the same level as an IPA but brewed with lager yeast which gives it a cleaner, crisper finish. You get the hop-forward flavour of an IPA with a refreshing edge; it’s almost an IPL (Indian Pale Lager) style. They’ve proven popular in the beers we’ve released, and we’ve got one in Asda right now.”
Cleary also hinted that “another style to watch is West Coast IPA. New England IPA is still the crowd favourite, hazy, juicy, tropical, but West Coast brings bitterness and pine notes. These are big in America right now and we’re usually five years behind US trends. And, we’ve just brewed our first Australian IPA using Aussie hops. It’s fresh off the line this week, so watch this space.”
No and low
Added to this, Cleary admitted that the low and no trend had not been overlooked either. He explained: “Breweries also need to be mindful that UK consumers are shifting toward lower ABV options. When craft beer boomed between 2012 and 2020, bigger IPAs with higher ABVs were popular”. But, he revealed that upon “analysing Full Circle’s sales, Europe still prefers these higher ABV around 6% ABV to 8%, ABV but in the UK, we’re seeing more interest in the 4% ABV to 6% ABV range”.
He added: “It would be remis not to mention non-alcoholic beer, it’s a huge growth category. The challenge, for us and other breweries, is stability and matching the quality of our alcoholic alternatives. We’re still in development of our own non-alcoholic beer, but it’s something everyone should be considering.”
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Craft lager and stout
Another style to consider is the growth of lager. Cleary outlined how “craft lager is gaining momentum and most craft breweries are starting to push lagers in their core range. There are loads of variations, and everyone’s trying to compete with mass-market options by offering better quality. Our core lager is Meridian, a single-hopped pilsner that delivers more flavourand nuance than the big brewers”.
Additionally, Full Circle is “also focusing on a nitro stout; a Guinness-esque product”. As Cleary pointed out: “It’s hard to create without the right equipment, which we’ve just sourced. It’s a technical challenge, but we’re excited about it.”
Mainstream retail for an indie brewer is ‘strategic’
As a craft brand, Full Circle Brew Co beers are shelved in national supermarket chains rather than independent bottle shops, and this has been a strategic move.
Cleary admitted: “From our perspective, national recognition has always been the goal, and retail sales are key to achieving that. Supermarkets are leaning into independent craft more than ever, and we’re proud to be flying the flag for Newcastle. Provenance and quality matter, and craft drinkers want something real. These listings help us reach more customers while reinforcing our brand in the on-trade.”
Offering a little more insight into the thinking behind the move to supermarkets, Cleary highlighted how “some people turn their noses up at brewers who move into retail, but it depends on the strategy. For us, it’s about brand awareness and accessibility, not selling out. Supermarket shelves offer a familiar environment, and when people discover a beer they like, they’re more likely to seek it out when drinking with friends. It’s a way to build familiarity and trust.”
Integrity and agility
In terms of the brewery’s integrity, Cleary reiterates how “independent, family-owned brewers like ours still play a vital role; we have heart and soul which is reflected in our beers. We provide jobs and training in our local communities, and our tap rooms are social hubs. You don’t get that with global beer giants. Each region has its own way of interpreting beer styles, ours is IPA and DIPA. We brew what our customers love, and we’ve tested that directly in our tap room.”
Plus, Cleary added, the business has the agility and flexibility to adapt. He explained: “Our 30-hectolitre brew kit allows us to supply supermarkets while staying agile enough to respond to new trends. Having our beers in national retail gives smaller independent brands a platform to reach a wider audience and offer consumers more choice in well-crafted, local beer.”
While the brewery’s off-trade presence grows, Full Circle also continues to thrive in the on-trade, with its beers pouring in pubs and bars across the North East and beyond with national listings including: Mitchells & Butlers, Nicholsons Pubs and Stonegate venues. Full Circle beers are available to the trade in both keg and can formats.
Full Circle beers are also listed with Moonpig, poured at Newcastle Airport and exported to 10 countries, including France, Italy, Denmark, Spain, Japan and Singapore.
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