Asda launches draught beer concept

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Asda is set to launch a new draught craft beer concept in store as it becomes the first UK supermarket to allow customer to pick up their favourite freshly poured tipple in reusable containers.

Starting in the Leeds-based supermarket’s Milton Keynes stores the concept will see 12 regularly changing brews alongside expert advice offered to customers. Once a drink is selected an employee will freshly pour their selection into a refillable 1L or 2L glass container which can then be taken away and enjoyed at home.

The specialised beer containers can then either be kept and used, brought back to store to be refilled again or returned and a deposit refunded.

The new concept which is made possible by a partnership with Wetherby-based Craft on Draft, is the latest innovation for the the supermarket which was sold for £6.8bn to the Issa brothers and TDR Capital, after a partnership with marketing technology company Eagle Eye was announced earlier this year to roll out Asda’s loyalty programme. The trial sits within Asda’s ‘test and learn’ partnership strategy, which sees it bring relevant brands and services into stores to complement the retailer’s existing food and George businesses.

The Craft on Draft team will use their expertise in the hospitality industry to bring unusual beers from smaller and local breweries to the store that aren’t easily available in other retailers, pubs or smaller can and bottle formats.

The selection will also include a range of low and no alcohol beers with prices for  1L of craft beer or cider  ranging £5.90 to £8.20.

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.”

Craig Bell, co-founder at Craft on Draft, said: “We’re proud to be launching this new concept exclusively with Asda and have secured some interesting beers for the whole of December, with even more low and no alcohol options to come in January.

“We’re passionate about craft beers and ciders and aim to showcase the best small batch brews to bring something new and different to Asda customers. Although if they want to try them, they’ll need to be quick, as there will be a limited number of serves available and once it’s gone, it’s gone.”

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