Europe export manager Bill Simmons said: "We are very strong in the multiple grocery sector, but
to grow we have to diversify and we
start to address an area we haven't really had the resource to address in the past. There is still a large opportunity there for us to go out and get involved in."
The brewer plans to boost
agreements with retailers such as Budgens,
Somerfield and Spar and is
targeting Costcutter, Nisa-Today's and smaller independents through the major wholesalers. This year it has signed deals with Parfetts and Birmingham's AF Blakemore, and Simmons is eyeing forecourt shops as well as convenience stores.
Fuller's is particularly targeting shops in London and the home counties.
Simmons said: "The reason this came to the fore is because I've been walking around London quite a lot recently
going into little stores
and it 's really annoying to walk into a store in central London and find the only bottled product they have on shelf starts with 'Newcastle' - and it should start with 'London'.
"If you are trading in London you should stock the brand that is driving the multiple grocery market and you should be supporting the only large regional independent brewer in London.
"We have identified the opportunity, we have got the dedicated resource in place and we are out there looking to grow our share."
Fuller's has recently listed its Brewery Tour four-pack
and has trebled its distribution of London Pride in Threshers .