British retailer Asda's recently-announced 'Craft On Draft' partnership could turn out to be a successful one for the retailer, leveraging sustainable packaging while also showcasing smaller brewers, GlobalData has said.
Asda recently teamed up with Craft on Draft, a specialist retailer of craft beers and ciders, on the concept, which offers shoppers the chance to pick up a range of freshly-poured beers in-store, in reusable containers. The range of beers will change regularly, showcasing smaller and local breweries.
Resonate With Shoppers
According to Khalid Peerbaccus, senior innovation researcher at GlobalData, the beer proposition, coupled with the fact that the use of reusable containers promotes sustainable shopping, is likely to resonate strongly with shoppers.
“Selling fresh beer in store, and allowing consumers to bring back their used containers for refilling or recycling, will both promote Asda’s sustainability credentials and expand its own private label craft offerings," he said.
"According to GlobalData’s survey, one in five (21%) people purchase private label alcoholic drinks, and – considering the hunger for sustainable packaging – it will be profitable for retailers to strengthen their private label portfolio with craft beers that leverage refillable formats.”
Reusable And Refillable Packaging
In addition, some 60% of shoppers see the use of reusable or refillable packaging as important, meaning the retailer could be on to a winner.
Asda recently unveiled 'refill areas' in its Milton Keynes outlet, while its 'sustainability store' in Leeds, launched in October 2020, has since spawned a number of initiatives by the group.
“Refillable concepts help to both reduce packaging waste and CO2 emissions from transportation," said Peerbaccus.
"By focusing on local and small brewers, Asda will be able to further cut transportation distances and times. This will help the supermarket chain to reduce its carbon footprint significantly in line with current climate action goals, as well as build consumer loyalty as a market leader in sustainable innovations.”
Around one in ten (11%) shoppers typically purchase alcoholic beverages from independent or small breweries, indicating consumers’ willingness to experiment with their purchases, GlobalData said.
© 2021 European Supermarket Magazine. Article by Stephen Wynne-Jones. For more Drinks news, click here. Click subscribe to sign up to ESM: European Supermarket Magazine.
