BrewDog plans to take greater control of its supply chain with the launch of a new chilled transport network.
The brewer announced the move, which it said would ensure its beers arrive to retailers “colder and fresher, and with no reduction in flavour”, at its agm this month.
It also announced plans to establish a separate BrewDog distribution network in Germany to grow its presence in central Europe.
“Having total control of this key part of the supply chain process is vital for beer quality,” founder James Watt wrote on the company’s blog.
BrewDog did not comment any further on its plans for the chilled transport network.
However, as part of an online Q&A for its Equity for Punks shareholders last year, Watt wrote: “We’re looking at being the first UK company to provide consistent cold storage with our transport partner, which is huge for the UK.
“We also convinced Tesco to put in several refrigerated beer sections, and not surprisingly, it has had a favourable outcome for them as well with increased sales. So we’re moving the needle there and educating suppliers so we can get the beer to consumers in the best possible condition.”
Chilled distribution could suggest BrewDog was working towards introducing more products with a shorter shelf life, such as unpasteurised beers, said Nigel McNally, MD of Brookfield Drinks.
“Chilled distribution is good if you have a product which has a short shelf life, cask ale for example,” he added.
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