AB InBev launches beer bicycle onto London's streets

AB InBev, which owns beer brands such as Budweiser, Corona and Stella Artois, teamed up with Deliveroo to launch the first tandem bicycle beer delivery service in London yesterday (30 November).

The beer bicycle service will be available throughout December
The beer bicycle service will be available throughout December

To receive a visit from the bicycle, members of the public are required to place their beverage orders online, via a newly-launched website known as The Beer Store.

Once an order is received, a dedicated Deliveroo driver will head out onto the streets to deliver customers’ their beer orders within just 15 minutes.

Throughout this week Fred Sirieix, the general manager of Michelin-starred restaurant Galvin at Windows will accompany a Deliveroo driver to three households, where he will offer tips and advice for entertaining and serving beer at Christmas. Sirieix currently features on hit Channel 4 show First Dates. 

Members of the Deliveroo team will remain on hand to provide the service throughout the month of December. 

AB InBev devised the beer bicycle in response to the company’s own online sales predictions as well as research it has commissioned around beer consumption at Christmas.

According to the research, one million households will buy beer online in December, which represents an increased of 200,000 households when compared to last year. 

Other findings include the fact that 50% of Brits plan to serve beer to their guests on Christmas day, and 76% will serve beer at some point over the festive period.

Dries Mertens, eMarketing manager, AB InBev said: "At AB InBev, we are predicting 2015 will be a record year for online beer delivery sales – our biggest yet. Not only is beer a popular beverage at Christmas parties, but we are seeing a growing interest in pairing beer with food – and Christmas lunch is perfect for this."

Will Shu, co-founder and CEO of Deliveroo added: "We’ve seen incredible demand for top-quality food delivered to homes and offices, and think beer is a natural extension of our service. With the rise in popularity of online beer sales this Christmas, we feel this is the perfect time to launch this new project."

AB InBev launched a beer bakery pop-up in October, which saw the company create a number of different breads that included the ingredients found in its beers. 

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