Following a trial of its PerfectDraft Community Store Programme, AB InBev-owned Budweiser Brewing Group UK&I is seeking additional convenience stores to expand the initiative.
The PerfectDraft beer dispenser allows beer drinkers to have fresh, chilled draught beer available in their own homes. PerfectDraft started as a direct-to-consumer business, but now Budweiser Brewing Group is allowing retailers to stock the PerfectDraft machines as well as the full range of kegs. Budweiser noted that with 61% of beer drinkers preferring a draft pint over any other format, retailers can tap into the growing opportunity that PerfectDraft presents.
Through the Community Store Programme, Budweiser and PerfectDraft have partnered with local convenience stores to offer the beer dispensers. Through the programme, convenience store owners can “boost consumer experience and brand engagement” by enabling shoppers to pick up and return kegs to local shops, which in turn boosts recurring sales.
Budweiser has the ambition for PerfectDraft to be available for consumers who want to enjoy draught beer anywhere and for the kegs to be returnable to its partners across the whole of the off-trade.
Nandini Mazumdar, Head of Omnichannel, PerfectDraft, AB InBev, said: “This year, we have been scaling our PerfectDraft Community Store Network to offer customers more destinations to buy and return kegs from. We are now at 400 stores nationwide. These stores allow customers a more convenient way of returning and purchasing kegs, especially on occasions where customers don’t have time for us to deliver online orders.
“For stores, it boosts recurring sales and drives footfall. We’ve seen a real success with our PerfectDraft offering and Community Store Programme. We know a large number of consumers prefer draft beer, and the Community Store Programme has made it even easier to get the same pub-like experience at home.”
