Carlton & United Breweries (CUB) has listened to the feedback of its customers and consumers and has scrapped its plans for a new direct to consumer beer subscription service.
Earlier this month, National Liquor News revealed that CUB was considering offering a direct beer subscription service to consumers – and this had liquor retailers up in arms.
The monthly subscription service was described by CUB in an email to consumers as: “A convenient way for our most loyal drinkers to have their favourite CUB brands delivered free every month at a locked in price.
“You’ll also get access to exclusive member benefits – merch, brewery tours and some great brand experiences. Plus, you’ll have the flexibility to trial different products across our portfolio, order more or less each month, and rollover any unused credit.”
But a CUB spokesperson has now confirmed to National Liquor News that after months of consideration, and after taking on board feedback from consumers, customers and the market, it has been decided to not move forward with those plans.
The spokesperson said: “We always review business opportunities and ways to sell our products, but a direct to consumer subscription model was not right for CUB or our consumers.
“We’ve taken the time to listen to the market and following a detailed review, we are confident that we’ve made the right decision.”