Asda creates Brewhouse site to raise beer profile

07 January, 2011

Asda has launched an interactive microsite in the hope of educating customers about beer and driving sales, as well as increasing its online presence.

The supermarket said it had worked closely with Molson Coors UK over the past six months to develop the Brewhouse site as revealed by OLN in November. The Asda site will highlight promotions and drive trial of niche products.

A spokeswoman said the site ( would be “continually built upon and updated with new videos to reflect consumer trends and seasonality for the rest of the year”.

Drew Tiffin, buying manager for beer at Asda, said: “There’s a lot of talk about teaching customers about wine but beer is still very much an 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 achieved last year with our in-store wine selector – and we’re looking to redress this balance,” he added. “We want to put the interest back into the complexities of making beer and reignite customer appreciation.”?Kristy McCready, Molson Coors’ brewmaster, said: “It’s fantastic to see Asda taking such an interest in beer education and 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 styles 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.”

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