Bass begins premium beer home shopping test to bypass retailers

Bass Brewers is testing doorstep deliveries of its top beer brands in a bid to bypass retailers and sell directly to the public.

The brewer has set up three separate trials in London, Nottingham and Birmingham for the home shopping service, Premium Beer Direct. The tests begin this month and run until the end of January, with extensions planned if successful.

Customers phone in their order for cases containing 24 cans or bottles of premium beers, including Carling Premier, Caffrey’s, Bass ale, Grolsch, Staropramen and alcoholic lemonade Hooper’s Hooch. Branded merchandise, such as T-shirts and sports bags, are also on offer.

Bass Brewers says: “The growing popularity of home shopping and our enhanced distribution available through Tradeteam have prompted us to test the potential consumer demand.”

Tradeteam is the joint venture formed last August between Bass and Excel Logistics to handle all the brewer’s deliveries.

It is understood that Bass is looking to widen margins by bypassing its existing retailers such as off-licence chains and supermarkets. It does not have its own off-licence chain, unlike other brewers such as Whitbread which owns Thresher. Bass is also rolling out beer vending machines in pubs and bars.

Premium Beer Direct has a delivery charge of 1.99 per single case. If more than one case is ordered, delivery is free. Deliveries can arrive within 48 hours.

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