Close
 

New ecommerce start-up Beer Hug prioritises fresh brews

  • News
  • October 8, 2019
  • The Register team
New ecommerce start-up Beer Hug prioritises fresh brews

A recently-launched online marketplace named Beer Hug aims to get fresher craft beer to consumers faster. Co-founder Adam Prentice shared some insight with us into why freshness is important.

Prentice and his co-founder Dan Phillips created Beer Hug to sell and deliver beer based on its ‘date of birth’, which they believe is a world first. Users can browse the site based on when products were packaged, and any beers they buy will be shipped direct from breweries. A single shipping charge will apply 
 

New products will be added daily, and advertised on digital billboards around Auckland.

Here’s Prentice’s answers to our questions.

Tell us more about the importance of fresh beer. You seem to feel mainstream retailers aren’t selling their beer fresh enough – how bad is the problem out there?

Craft beer isn't typically pasteurised which means it is still living in the can or bottle. It therefore deteriorate very quickly particularly if it gets warm or is agitated from excessive shipping and handling. The experts globally (aka brewers) reckon the fresh window, in which flavours, aromas and mouth feel are amplified is four to five weeks. 

Unfortunately mainstream retailers aren't geared up to handle craft beer in this manner. They don't typically have cold chain distribution, can have poor stock rotation and some beers can sit in the warehouse or on the shelf for months before being sold. The beer is totally shot at this point in time.

The problem isn't so bad with the big commercial craft brands as they move through the system faster. The real problem is with the smaller (and more interesting) craft beers who are really driving the category with innovative new beers. If you check the best before dates on these beers they are typically three to six months old before they are purchased. This is like buy a loaf of bread (which is essentially solid beer) that is three weeks old... Yuck!

Do you think the majority of consumers can taste the difference?

It's a bit like wine, people know what they like and want they don't in terms of taste. You get some good ones and some bad ones. Chances are the bad ones are simply old (or corked in the case of wine!). 

Once you experience super fresh beer, direct from the source, you will taste a massive difference. The same happens when you drink wine at the winery, it just tastes better because it's been looked after properly. If you tried a fresh craft beer and the same beer that is three to six months old (particularly highly hopped beers such as IPAs, APA, pilsners and also fruity beers) you'll instantly notice that the stale beer has a totally different aroma. All the fresh, floral and fruity aromas have gone. This translates to the taste obviously. 

The problem is that most consumers don't get to compare craft beer in this way, they simply don't buy the stale beer again which is a shame because it probably started out awesome!

 Are you pairing your launch with a consumer education programme? If so, can you tell us more about it?

Definitely, we launched an outdoor campaign in Auckland yesterday introducing the idea that fresh tastes best. This will run for the entire summer. We also have an educational video on our website in which some of New Zealand's best brewers discuss why fresh tastes better (8-wired, Hallertau, Sawmill and Urbanaut). 

We'll also be very active in the social media space promoting our date of birth symbol and new release beers (our brewery partners are also committed to this cause and will continue to champion). Any help you can give us to get the fresh is best message out there would be super amazing!

If an all-powerful market deity was to put the power to overhaul beer retail into your hands, what would you do to make sure all beer sold in New Zealand was as fresh as posible?

Easy… I’d make the breweries put a visible date of birth stamp on their beers so you know exactly what you are getting, rather than hiding it as an obscure and illegible best before date somewhere on the can! I'd also establish guidelines and standards alongside brewers regarding the dates you can actually put on your beers (there are currently no standards so you could feasibly put 1+ years as your best before date).

Finally I'd make sure craft beer was treated like a fresh product that is stored in a chilled and dark space and properly rotated. If all of this could happen, we wouldn't need Beer Hug… but the world would be a hoppier place!

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 

Building transparency in your supply chain

  • Opinion
  • November 14, 2019
  • Vanessa Thompson
Building transparency in your supply chain

Brands are under pressure to become more ethical, but how does this pressure apply to Kiwi fashion retailers? Unravelled Consultants founder and director Vanessa Thompson explains.

Read more
 
 

Coastlands celebrates 50 years in business

  • Opinion
  • November 13, 2019
  • Jennie Gutry
Coastlands celebrates 50 years in business

Coastlands Shoppingtown in Paraparaumu is celebrating its 50th year in business. Coastlands 50th birthday event manager Jennie Gutry shares some reflections on the centre's early years.

Read more
 
 

Me|today pairing skincare and supplements launches

  • News
  • November 13, 2019
  • Sarah Dunn
Me|today pairing skincare and supplements launches

Consumers are often highly engaged with the brand that produces their skincare products, but less so when it comes to supplements. The idea behind me|today, a start-up selling paired product in both categories, is to leverage that engagement.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Concept to closet
Business coverage of New Zealand Fashion Week.
Regional rollercoaster
What does retail look like in 2019 for ...
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
The future is bright
We spoke with four retailers in their twenties ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Michael Hill to offer lab-grown diamonds in New Zealand

  • News
  • November 11, 2019
  • Sarah Dunn
Michael Hill to offer lab-grown diamonds in New Zealand

Traditionally, prospective proposers should spend three months’ salary on an engagement ring. It should be a diamond solitaire, ideally one carat or bigger. However, in a market where many younger shoppers are struggling with student debt, concerned about housing affordability and suspicious of mined diamonds’ ethical credentials, Michael Hill has moved with the times and introduced an alternative.

Read more
 
 

Winners of the 2019 Westpac New Zealand Franchise Awards announced

  • News
  • November 11, 2019
  • The Register team
Winners of the 2019 Westpac New Zealand Franchise Awards announced

This marked the 25th year for the Westpac New Zealand Franchise Awards. Independently judged by the NZ Business Excellence Foundation, the awards are organised by the Franchise Association of New Zealand. Read on to find out the winners.

Read more
 

Yealands Wine Group appoints Tiffani Graydon as CEO

  • Who's Where
  • November 9, 2019
  • The Register team
Yealands Wine Group appoints Tiffani Graydon as CEO

New Zealand wine producer Yealands Wine Group has today announced the appointment of Tiffani Graydon as its new chief executive. Graydon has previously worked at Yealands in a GM sales and marketing capacity.

Read more
 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}