Asda has become the first grocer in the UK to launch a refillable draught craft beer concept within a supermarket store.
Shoppers visiting its Milton Keynes outlet can choose from a menu of 12 regularly changing brews at a special counter. Staff will then use draft beer pumps to pour the customer’s selection into refillable 1L or 2L glass containers to be taken away and drunk at home.
The beer containers can then either be kept and used, brought back to store to be refilled again, or returned and a deposit refunded.
Asda developed the initiative in partnership with Craft on Draft, a specialist retailer of craft beers and ciders.
Craft on Draft will use its expertise in the hospitality industry to bring unusual beers from smaller and local breweries to Asda stores that aren’t easily available in other retailers, pubs or smaller can and bottle formats.
Beers currently offered include Pornstar Martini IPA from Redchurch Brewery and Chew Chew Salted Caramel Milkstout from Fallen Brewing, with 1L of craft beer or cider priced from £5.90 to £8.20.
As well as a range of alcoholic beers, Craft on Draft will also be stocking a selection of low and no alcohol beers, such as Paradiso Citra IPA, a 0.5% beer from Big Drop Brewing.
Located at the end of the BWS aisle, shoppers will also be able to purchase drinks in cans to give as gifts in the run-up to Christmas.
Asda stated that the concept could launch in more stores next year and expand the range available if there is demand.
Matt Harrison, Senior Director of Business Development and Strategic Partnerships at Asda, said: “As part of our partnership strategy, we want to bring new and exciting concepts into stores that have never before been seen by our customers – and Craft on Draft is a great example of this.
“The Craft on Draft team’s expertise in the hospitality industry will bring a range of drinks to our store that are unlikely to be found elsewhere and that complement our strong existing beers, wines and spirits offer.
“The refillable element of the trial gives customers the chance to pick up a new tipple and make a small change to help them shop more sustainably in our Milton Keynes store.”
NAM Implications:
- Scope for on-premise in-aisle consumption?
- Or even at home options for the technology?
- i.e. see Guinness At-Home Draft Beer Tap
