Walgreens sells its own beer. So does Supervalu, 7-Eleven, Kroger and Costco. Now here comes the Pig.
Following the lead of so many other grocers, a Piggly Wiggly franchisee is trying its hand — or hoof? — at private-label brews, launching a lineup called Pig Swig that is hitting about 100 stores in South Carolina and coastal Georgia. But while many of its competitors specialize in cheaper private labels, the Pig is going upscale with its initial offerings. Indeed, Pig Tail Ale and Pig Pen Pilsner is not your average swine swill. Rather, the brews will be marketed as craft-style, with six-packs starting at $6.99, said Christopher Ibsen, director of marketing for Piggly Wiggly Carolina Co., the franchisee behind the effort.“We’ve watched the growth of the craft-beer category and are encouraged by the results we are seeing there,” he said. And true to craft-beer form, the brews are locally sourced, from Thomas Creek Brewery in Greenville, S.C. “We really go out of our way to partner with local entrepreneurs on all kinds of food products,” Mr. Ibsen said. So “to be consistent with that we wanted to partner with a South Carolina-based brewery.”