Convenience retailers lost thousands of pounds worth of sales over Christmas following logistical issues at AB InBev-owned keg supplier PerfectDraft.
Despite retailers placing orders up to two weeks in advance, many did not receive the six-litre kegs in time for the festive period because of delayed deliveries.
All brands that work with PerfectDraft were affected, including Stella, Budweiser and Camden Town, which are either owned or distributed by AB InBev, as well as other brands such as Peroni. The supply of keg machines was also impacted by the warehousing issues.
It is also understood orders were suspended between Christmas and New Year’s Eve, further hampering a potentially peak sales opportunity.
“This was going to be the busiest time of the year, yet they were totally unprepared,” said Sandeep Baines, owner of Welcome Co-op in Faversham, Kent. “We were placing orders two weeks before Christmas, but they didn’t show up until 23 December, so I missed that weekend.
“I ordered at least one to two pallets worth, which adds up to over £5,000 in sales. What we would’ve sold over that period, that will take a month to do that volume in sales, especially with Dry January.”
Retailers explained they struggled to communicate with the supplier, leaving them more disgruntled.
“I find it very frustrating,” said retailer Amrit Singh, who owns H&Jodie’s Nisa Local in Walsall. “I was on the phone to the retail line for four hours – the incompetency in the communication is so subpar, they’re very blasé.”
Singh said he lost out on £10,000 in sales because of the delivery problems.
Another independent retailer complained: “The stock issues were one thing – but their retailer helpline or emails were not being answered. Their communication was awful.
“Due to their complete mismanagement, we lost thousands of pounds worth in sales.”
Baines added: “It’s supposed to be a good time of sales and we should work together so everyone could be a winner, but they did not communicate with us what was going on. It feels like a one-way relationship.”
A spokeswoman for Budweiser Brewing Group said: “PerfectDraft has been experiencing unprecedented growth year on year, as well as a significant increase in store stockists and kegs sold.
“During the peak Christmas period, we experienced temporary operational challenges which impacted our ability to deliver the usual high standard of service. We value the partnership of our retailers and are working to resolve any remaining issues at pace to support the high demand for our products as we continue to grow rapidly.”
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