Asda trials refillable beer service for customers in supermarket first
Asda has partnered with a specialist craft beer and cider retailer, Craft on Draft, to be the first supermarket to offer a refillable beer service to customers at its trial store in Milton Keynes.
The supermarket will offer a changing menu of 12 beers on draught, which are freshly pumped by staff into into 1L or 2L glass bottles that can be brought back to the store to be refilled or returned to get the deposit back.
If the concept is popular with customers, the retailer might expand the range or extend it to more stores next year.
Matt Harrison, Asda’s senior director of business development and strategic partnerships said the team had wanted to bring new and exciting concepts into stores that have never before been seen by our customers.
“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,” he said.
“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 it was proud to be launching the concept exclusively with Asda, adding that they had secured some interesting beers for the whole of December – including Pornstar Martini IPA from Redchurch Brewery, Chew Chew Salted Caramel Milkstout from Fallen Brewing, and a 0.5% ABV beer Paradiso Citra IPA by Big Drop Brewing – with 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,” he said.