AB InBev has started testing its own direct-to-consumer webshop. The Belgian beer giant offers next-day delivery for five of its brands.
AB InBev is the next in the series of large FMCG producers that has been pushed to direct-to-consumer web sales by the covid crisis. So far, it is just a small-scale test, spokesperson Karolien Cloots told RetailDetail, featuring just five brands from the extensive AB InBev portfolio: Jupiler, Jupiler 0,0%, Stella Artois, Leffe Blonde and Victoria (the latest brand that was launched just last week) in order to compete with the hugely popular Duvel brand. After the first trial period, results will be evaluated and the product offer can be extended, Cloots says.
The brewery group had toyed with the idea for a long time, Cloots added, but the long lockdown meant that AB InBev could no longer sell its beers to pubs and restaurants, meaning the beer giant had to look for other distribution targets.
The Leuven-based company charges five euros for next-day delivery of orders smaller than 24 cans or bottles, larger orders are delivered for free.
AB InBev joins the likes of PepsiCo and Nestlé, who also have started direct-to-consumer trials in order to compensate for the loss of sales elsewhere.