Asda has teamed up with Craft on Draft to launch a fresh beer, cider and cocktail concept at its Asda Pudsey store in Leeds.
The initiative will offer shoppers a sample menu of 12 regularly changing beers, ciders and cocktails alongside expert advice from the Craft on Draft team to help customers find a beverage that best suits their taste.
The range of drinks from smaller and local producers will also be dispensed in refillable 500ml, 1L or 2L glass containers which can be taken away and either kept or brought back to be refilled and reused again.
Currently offering beers including Dia De Los Muertos by Hammerton Brewery and Little Fish by Goodh Brewing Co, ready-to-drink cocktails will also be available such as Pornstar Martinis and Strawberry Daiquiris.
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As well as drinks, vouchers can also be purchased and for those unable to make it into the Big 4 grocers store, the beverages can be ordered via Deliveroo, Uber Eats and ‘click and collect’.
“We’re really pleased to be bringing this exciting concept to Asda Pudsey, just in time for Christmas,” Asda business development and strategic partnerships manager, Claire Cragg said.
“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.”
Craft on Draft director, Andrew Thubron 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.”
This comes as Asda is also looking to become more sustainable via its toilet roll packaging as it has become the first UK supermarket to update all of its own-brand toilet rolls to double its previous length, which will see it remove 74 tonnes of plastic and save 760 tonnes of cardboard a year.
