Independent retailers are in the best position to capitalise on craft beer sales, as shoppers are more likely to turn to them to find niche brands.

This is according to Byron Biroli, marketing and development director at Nirvana Brewery, who said in the past two months, the brand has grown across independent retail by 120%.

This, he said, can be attributed not only to its premium positioning and shoppers willing to pay more, but because of consumer perception that multiples don’t always stock small, indie brands.

“Craft beer is a disruptive category that is still niche in the multiples, therefore people are likely to turn to smaller independents to find those brands that haven’t hit mainstream,” he said.

Read more: Pricewatch – Craft Beers