'Pioneering' technology for tap takeover events launched

11-Apr-2018 - Last updated on 11-Apr-2018 at 15:20 GMT

Innovative scheme: the new tendering process is designed to make it easier for pubs to host tap takeover events

Craft beer distributor EeBriaTrade has launched a new online tap tendering technology, offering the national on-trade access to source beers from more than 400 breweries “at the touch of a button”.

EebriaTrade states the new technology will give sole licensees, beer buyers, procurement managers or event managers the ability to curate unique, craft beer-focused events in their venues to drive sales and increase footfall.

The new tendering process allows pubs to request quotes for upcoming tap takeover events, with the network of breweries proposing a beer line-up along with their best price. Pubs simply choose their preferred options and EeBriaTrade will make it happen seamlessly, shipping the beers from the brewery to the event location, wherever in the UK that happens to be.

'Tap residency' deals

As well as sourcing beers for ‘meet the brewer’ and ‘tap takeover’ events, EebriaTrade suggests pubs can use the technology to set up tap residencies that give brewers the chance to offer special deals for dedicating a tap to their beer for a fixed period of time.

EebriaTrade sees the tap residency option as the perfect way for pubs to “combine value and predictability with a real craft offering from quality small-scale producers”.

The technology is designed to help save time for the licensee, as well as giving breweries the ability to set their own pricing based on volumes, timings and specific requirements. EebriaTrade hopes the end result will be a fair and competitive price for both operators and producers.

Win-win initiative

Speaking about the initiative, EebriaTrade’s CEO David Jackson said: “This initiative is a win-win for both our customers and for the breweries listed on our marketplace.

“Beer buyers and managers can take advantage of our huge brewery range and use the online tendering technology to seamlessly create and source an exciting, sales driving events calendar with extreme ease and in a cost-effective manner.

“Meanwhile, breweries could find themselves across the country at a packed 'meet the brewer' event with hundreds of pubgoers drinking their beers while engaging with the local beer community.”