Progressive Grocer - August 2017 - 28

Store of the Month

Lowes Foods, Simpsonville, S.C.

When you
partner with
Coca-Cola...
nO dOdging The drafT
guests of the Beer den can sample a wide variety of local beers and
wines, including beer brewed on site in the store's own microbrewery,
seen at right, joining the region's active craft beer scene.

© 2017 The Coca-Cola Company

On Tap
Getting it right with the parents, as well as others over 21, is the Beer
Den, supplemented for the first time at this location with The Cavern, an
on-site beer-brewing operation.
From a seat at the bar or at a table in the adjacent dining area, guests can
enjoy beer created just a few yards away, along with other microbrews, as well
as Sunmill Wines, Lowes' own private brand. The Simpsonville Beer Den
has eight taps - twice as many as at other stores to accommodate the housemade beers. Offerings change seasonally, and the retailer has created specific
branding for each variety, most labels incorporating some variation on the den's
whimsical mascot, the Beer, or a bear with deer antlers.
Beer also can be taken home in 32- or 64-ounce growlers, or in 32-ounce
"crowlers" - cans that are filled and capped to order. The process reduces the
amount of air in the container and lengthens the beer's shelf life, Lowe explains.
The glass-walled brewing room is visible from the indoor and outdoor seating
areas, which also host tasting and music events (a schedule is posted at the bar). Rare
among supermarkets, the operation is overseen by a brewmaster who also collaborates with craft brewers in the Carolinas' vibrant craft beer community. The beers use
as many local ingredients as possible, although hops must come from other regions.
"This pipe is transparent, so people can see the hops move through the piping,"
Lowe notes during a visit to the brewing room, describing the feature as one of the
store's "bits of theater, however small." Lowes is working with local officials to get
permission to sell Simpsonville-made beer at its other store locations.
In addition to tasting events, the store hosts a "Brewniversity" to teach
people about beer. "When people try new things, they expand their palate
and get a fuller experience," Harvin Bedenbaugh, Beer Den master, remarks
while working the taps during PG's visit.
As if that weren't enough, the store's beer cooler boasts the longest beer
run in the county - 47 doors over 94 feet, Lowe points out, with a huge
variety of both mass-market and craft beers. "We're using beer and wine as



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
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