// Asda opens a refillable draught beer concept in Milton Keynes store
// The supermarket has partnered with craft beer specialist Craft on Draft for the venture
Asda has partnered with the specialist retailer of craft beers and ciders, Craft on Draft which was founded with the ethos of showcasing the very best of small batch beer production and offering a more sustainable way to shop for keg fresh drinks.
This means that from today, Asda shoppers in its Milton Keynes store can sample from a menu of 12 regularly changing brews and seek expert advice to find something to suit their tastes.
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 containers can then either be kept and used or brought back to store to be refilled again or returned.
Shoppers can also enjoy drinks such as Pornstar Martinis to Chew Chew Salted Caramel Milkstout.
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.
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.”
Click here to sign up to Retail Gazette‘s free daily email newsletter
