Asda could be onto a winner with its Craft on Draft partnership, according to GlobalData, whose survey shows almost 60%** of consumers see the use of reusable or refillable packaging as important. The leading data and analytics company notes that sustainable shopping is a way in which supermarkets such as Asda can appeal to environmentally conscious shoppers, which another survey reveals is over half of consumers globally*.

Khalid Peerbaccus, Senior Innovation Researcher, comments: “Selling fresh beer in store, and allowing consumers to bring back their used containers for refilling or recycling, will both promote Asda’s sustainability credentials and expand its own private label craft offerings. According to GlobalData’s survey, one in five (21%)** people purchase private label alcoholic drinks, and – considering the hunger for sustainable packaging – it will be profitable for retailers to strengthen their private label portfolio with craft beers that leverage refillable formats.”

According to GlobalData, the majority of people purchase beer and cider from hypermarkets and supermarkets, which translates to a high number of glass and can packaging being transported at a significant cost to the environment.

Peerbaccus continues: “Refillable concepts help to both reduce packaging waste and CO2 emissions from transportation. By focusing on local and small brewers, Asda will be able to further cut transportation distances and times. This will help the supermarket chain to reduce its carbon footprint significantly in line with current climate action goals, as well as build consumer loyalty as a market leader in sustainable innovations.”

While 53%** of shoppers say that they typically purchase alcoholic beverages made by foreign or global multi-national brands, 21% prefer private labels and a further 11% enjoy products made by small or independent brands, suggesting consumers’ willingness to experiment with their purchases.

*  GlobalData’s 2021 Q1 Consumer Survey, March 2021 – UK

** GlobalData’s 2021 Q3 Consumer Survey, September 2021 – UK; ‘Extremely important’ and ‘Quite important’ responses combined