According to GlobalData, Asda (a retailer in the UK) could hold a winner on its hands with its Craft on Draft partnership, whose survey shows almost 60 percent 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.

“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 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,” said Khalid Peerbaccus, Senior Innovation Researcher at GlobalData.

According to GlobalData, most 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.

“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,” continues Peerbaccus.

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

Graphic supplied by GlobalData