Asda launches new fresh draught beer, cider and cocktail concept
Asda has launched a fresh craft beer, cider and cocktail concept at its Asda Pudsey store in Leeds.
Called Craft on Draft, it will enable customers to pick up their favourite drinks from a rotating range of freshly poured tipples.
Shoppers can now sample from a menu of 12 regularly changing beers, ciders and cocktails whilst seeking expert advice to find something that suits their tastes.
The ever-changing range of drinks is dispensed into refillable, 500ml, 1L or 2L glass containers for take away. The containers can then either be kept and re-used or brought back to the store to be refilled and used again.
Shoppers will also be able to purchase the drinks for home delivery via Deliveroo, Uber Eats and click and collect.
Asda said the move will bring unusual beers, ciders and cocktails from smaller and local producers to the store as it looks to offer a more sustainable way to shop for keg fresh drinks.
Beers currently offered include Dia De Los Muertos by Hammerton Brewery and Little Fish by Good Brewing Co. Prices for 1L of craft beer or cider range from £8 to £13.
There is also a selection of ready-to-drink cocktails such as Pornstar Martini and Strawberry Daiquiri.
Claire Cragg, manager, business development and strategic partnerships at Asda, said: “We’re really pleased to be bringing this exciting concept to Asda Pudsey, just in time for Christmas. The Craft on Draft team’s expertise in the hospitality industry will bring a range of drinks to the 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.”
Andrew Thubron, director at Craft on Draft, added: “We’re passionate about craft beers, ciders and cocktails 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, because we only buy small-batch; once it’s gone, it’s gone.”
