How does craft work for independent shops?

Craft beer has been thriving and outperforming total beer in the last 12 months, making it a potentially profitable addition to an independent retailer's range. Craft beer appeals to a younger and more affluent audience, and introducing it could help attract this consumer base and increase profits. BrewDog, the number one craft beer brand, recommends starting with their top two products, Punk IPA and Hazy Jane, as they act as signposts for the category. Multi-packs are also important for driving trial and repeat purchases, with the four-pack can being the most important format. It is important for retailers to have a mix of formats available to meet different shopper needs. [Extracted from the article]