How breweries get into supermarkets with James Crabtree from Morrisons

If you want to see your beer on supermarket shelves this is the episode for you.Tim Weaver is joined by James Crabtree, Senior Beer Buyer at Morrisons, to unpack the reality of pitching your brewery to a major retailer.James reveals what buyers really look for the things breweries always get wrong and the hidden parts of the process that decide whether your beer stays on shelf or disappears after one cycle.Inside this episode• Why passion is not enough when pitching to a buyer• The numbers and performance data supermarkets need to see• How to prove you can scale and stay consistent• What packaging must do beyond looking great• Why strong branding still matters in a noisy singles category• How supermarkets choose which breweries to approach• The real story behind the President collaboration that blew up online• Why getting the listing is the easy part and staying in range is the hard partIf you want honest practical advice from someone at the heart of supermarket buying this episode will give you a clear roadmap.Listen now and upgrade your supermarket strategy.