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Asda launches interactive beer website

Published:  13 December, 2010

Asda has launched a microsite dedicated to educating customers about its range of international, British and local beers.

A one stop shop for all customer needs, the microsite entitled The Brewhouse is an interactive experience which encourages customers to try lesser known products and educates visitors on world beers, ales, stouts and lagers.

Other sections include food matching, cooking with beer and suggestions for which beers match certain occasions including Christmas, birthdays and New Year's Eve. Resident Molson Coors (UK) Brewmaster Kristy McCready also stars in a video explaining how beer is brewed and what foods go best with it.

The supermarket has worked closely with Molson Coors (UK) over the past six months to develop the interactive site which will also highlight promotions.

Drew Tiffin, buying manager for beers at Asda said: "There's a lot of talk about teaching customers about wine but beer is still a very much untapped opportunity in terms of education and encouraging people to drink something a little more unusual whether it be a local beer, or a more niche world product.

"Wine has historically had a lot more focus in terms of customer education- which we already achieved earlier in the year with our in-store wine selector - and we're looking to redress this balance with this launch; we want to put the interest back into the complexities of making beer and reignite customer appreciation".

Kristy McCready, Molson Coors' (UK) Brewmaster said, "It's fantastic to see Asda taking such an interest in beer education and the Brewhouse is set to change the landscape of online beer purchases. It will improve the online experience, introduce shoppers to a world of different beer style and flavours so they can experiment and find the perfect beer for them and put interest and specialness back into the beer category for Asda shoppers."