ASDA is trialling the offer of draught craft beer in refillable one and two litre glass containers.
Initially only available at a store in Milton Keynes, the supermarket said that shoppers will be able to sample from a menu of 12 ‘regularly’ changing brews.
Once customers have selected their preferred drink, colleagues will use draft beer pumps to freshly pour their selection into refillable draft containers.
The containers can then either be kept and used, brought back to store to be refilled again or returned and a deposit refunded.
Asda has partnered with Craft on Draft for the trial. The specialist retailer of craft beer and ciders will use their expertise to bring ‘unusual’ beers from smaller and local breweries to the store.
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.
The supermarket added that the concept could be launched in more stores in 2022 with an expanded range, if there is suitable demand.
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 of Craft on Draft, 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 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.”
