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Direct Action: BrewDog ‘changes the rules’ of distribution to support smaller customers
BrewDog launch new online delivery service to bring craft beer revolution to smaller outlets in London
BrewDog has today ‘torn up the rule book’ of beer distribution in a unique bid to help smaller bars and restaurants offer a broader range of craft beer to their customers. In a comprehensive rethink of mainstream distribution models, BrewDog intends to ‘save the capital from mediocre beer’ with its ‘London Direct’ system that allows customers to make smaller batch orders, 24-hours a day to suit their scale, customer demand and cellar space.
Using BrewDog’s new London Direct online delivery service, outlets can access the full BrewDog range, alongside other rare and artisanal craft beers, with much smaller minimum orders. Delivery is free to any location within the M25 and orders are made through a simple online interface that reduces the time lag between making the order and receiving beer. This greater flexibility and availability for smaller vendors is designed to offer a low-risk opportunity for publicans to join the craft beer revolution.
- The full BrewDog range will be available in keg and bottle including all limited release beers.
- BrewDog will also supply a range of Mikkeller beers having agreed exclusive UK distribution rights with the Danish brewery.
- Orders can be made online 24 hours a day.
- Delivery is free to all London postcodes within the M25.
- London has seen a surge in craft beer, with almost 35 local craft beer breweries in the capital.
- Specialist pubs and even Michelin star restaurants in London have added craft beer to their menu.
James Hickson, BrewDog’s resident craft beer baron commented:
“London Direct will help the craft beer revolution take over London one beer at a time. Up until now our minimum order has had to be a pallet which limited the opportunity for smaller retailers to offer an awesome range of our beers to their customers – London Direct smashes that convention”
“Our 24-hour online ordering service means pubs, bars and restaurants will be able to get their paws on our beers faster too, which means if you find yourself out of Punk IPA at the end of a busy Saturday, you can order there and then – no leaving voicemails for your rep or casting a carrier pigeon into the night.”
“We want everyone to be as passionate about beer as we are, so we are always looking to smash any barriers keeping publicans from giving their customers a craft beer selection. We especially don’t want any outlet to be excluded from serving great beer because of their size. We know as well as anyone the value and importance of the little guys in keeping things interesting.”