Dive Brief:
- Whole Foods Market is now selling its own line of canned craft beers in all 36 of its Texas stores.
- The grocer brews the beer at its Whole Foods Market Brewery, located inside its Houston Post Oak store, according to a company spokesperson. Stores are currently offering a double IPA, available in four 16-ounce cans, and will soon also offer “Wholistic Hazy” and “Post Oak Pale Ale” varieties.
- This is the second time Whole Foods has distributed beer from the Houston brewery since it opened in 2014.
Dive Insight:
With grocery alcohol sales up considerably over the past year as shoppers turn to their favorite libations for comfort, Whole Foods has picked an opportune time to ramp up another commercial canning run for its Houston brewery.
The latest distribution push features three beers that Whole Foods also offers on draft at its in-store brewpub located inside the Post Oak store. The double IPA is an “old school meets new school beer” that has “a little bitterness with a lot of hazy,” according to the press email. The Wholistic Hazy carries citrus and mango notes, while the Post Oak Pale Ale is a “deep golden beer” that has tangerine, grapefruit and grassy hop flavors.
Each beer was developed by Chris Shelton, Whole Foods’ master brewer. Shelton joined the grocer last January and has more than 20 years of experience working and consulting for breweries in the U.S. and abroad. His LinkedIn page notes he has developed more than 30 commercially produced beer styles, including special releases.
Whole Foods previously distributed canned beer from the Houston brewery in 2015. That release also rolled out across all Texas stores and also included the Post Oak Pale Ale. The grocer also owns and operates Floodcraft Brewery inside its Alameda store in San Jose, California.
Craft beer remains under-penetrated in private label due to heavy competition and a strong selection of local brands. Still, some grocers have ventured into the sudsy space in recent years, including The Giant Company, which has partnered with local breweries on special releases, as well as Aldi.
