Asda has become the first UK supermarket to offer refillable draught beer, launching the first of a chain of mini pubs in a store trial.
From today, customers at its Milton Keynes store will be able to select from 12 freshly poured draught drinks that can be taken away in one or two-litre refillable glass containers or cans.
Asda said as well as helping its drive to greater sustainability, the offer would also enable it to stock more beers from smaller, local breweries.
The concept will work by Asda staff using draught beer pumps to pour drinks into a refillable one-litre or two-litre glass container that can be either kept and used or brought back to store to be refilled again or returned.
Asda is partnering with Craft on Draft, a specialist retailer of craft beers and ciders, which aims to showcase small batch beer production and offer a more sustainable way to shop for keg-fresh drinks.
Beers initially being offered include Pornstar Martini IPA from Redchurch Brewery and Chew Chew Salted Caramel Milk Stout from Fallen Brewing, with one litre of craft beer or cider priced from £5.90 to £8.20.
As well as alcoholic beers, Craft on Draft will also stock a selection of low & no alcohol beers, such as Paradiso Citra IPA, a 0.5% beer from Big Drop Brewing.
The new pumps will be located at the end of the beer wine & spirits aisles, with Asda planning to expand the concept to more stores next year if it is a success.
The move is Asda’s latest foray into refillables. Last week its Milton Keynes supercentre launched 70 branded and own-brand products sold loose in a dedicated refill zone, as well as within specific aisles.
The loose and unpackaged range includess brands such as Taylors of Harrogate coffee, Kellogg’s cereals and Tilda rice, as well as an extensive range of Asda-brand cereals, rice and pasta.
“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,” said Matt Harrison, Asda senior director of business development and strategic partnerships.
“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.”
Craft on Draft co-founder Craig Bell added: “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 & 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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