Now That's A Good Idea...

OUT THE BOX

Craft on draft

Asda is trialling a draft craft beer concept in Milton Keynes.

WHAT’S THE BIG IDEA?

Asda has become the first UK supermarket to launch a draft craft beer concept. Shoppers using Asda’s Milton Keynes store can sample from a menu of 12 regularly changing brews and seek expert advice to find something to suit their tastes.

HOW DOES IT WORK?

Once customers have selected their preferred drink, colleagues will use draft beer pumps to freshly pour their selection into a refillable 1L or 2L glass containers to 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.

WHO’S SUPPLYING THE BEER?

The retailer is exclusively partnering with Craft on Draft, a specialist retailer of craft beers and ciders, who will use its expertise 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. I DON’T LIKE ROUNDABOUTS, DO I NEED TO GO TO MILTON KEYNES? The concept could launch in more stores next year and expand the range available if there is demand. WHAT’S ON OFFER? 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. 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 beer, wine and spirits aisle, shoppers will also be able to purchase drinks in cans to give as gifts in the run up to Christmas. WHAT’S ASDA SAYING? 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.”

ANYONE ELSE?

Craig Bell, Co-Founder at Craft on Draft, added: “We’ve secured some interesting beers for 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.”