The craft beer and cider category is fast-growing and almost to saturation point. With a much more sophisticated offering, customers have been left behind in their understanding of it. They are often stumped when left to decipher between a stout, a pilsner, or an IPA.
We were asked to make it easier for Clubcard members to navigate the nuances and narrow the choices down. So they are more confident to engage in the craft category – and to try something (else) they might like.
As we’re using a digital channel, we decided to use A.I. technology to help, and so BREW-BOT was born.
BREW-BOT enticed members to answer a few simple questions on colour, taste and willingness to experiment. Then they were in to win a beer & cider fridge or one of 50 beer glass sets.
Our follow up email then confirmed they were in the draw and served up a selection of beer & cider that matched their beer & cider profile. Plus a link to dates and times for in-store tasting.
