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Trail launches at Waitrose!

Bringing sustainability to the shelf edge.

Trail launches at Waitrose! image

That’s right, this week we launched Trail our offset-free carbon-negative pale ale into Waitrose!

Now you may be reading this and thinking so what? We’ve seen other carbon-negative products in supermarkets before…why is this different?

Well, what if we were to tell you that we have had to overhaul almost our whole process to ensure the cans remained carbon-negative from cradle to grave?


It may come as no surprise – cardboard…not that sustainable. It’s single-use, resource heavy and often super energy intensive to recycle. It’s one of the biggest contributors to the beer’s carbon lifecycle.

So, we’ve switched it up. Replacing our cardboard boxes with reusable crates. We will be delivering, collecting and reusing the crates as we go on.


Of course, there’s the other stuff. Like how are we gonna get it delivered to Waitrose without adding emissions?

The easiest way. On a bike.

We’ve teamed up with Zedify, who’ll be delivering all our Waitrose orders by courier bike from the brewery straight to store. Can’t get much fresher than that.


This then means, that right now we’ve gotta keep it local.

Delivering Trail to the following six Waitrose stores…one pedal at a time.


But as Zedify expand their bike network, we will be able to launch into more stores. So you know, if you’re jealous and want to get your hands on it. Then make sure to ask your local store to stock it!

Now, we know that none of this is revolutionary…but in a world where taking the most efficient and easy route is the standard.

We’re excited to take the route less travelled for a better future.