Brakes offers beer and cider for the first time to boost “one drop” proposition

Delivered foodservice wholesaler Brakes is to complement its existing food offer with a specially selected range of bottled beers (including many popular “world beers” such as Peroni) and cider for the first time, allowing, it says, customers to receive food and drink in a single delivery.

Category manager, Aaron Friend, said: “By delivering top flight beer, cider and ale brands alongside our grocery and fresh food supplies we are taking a holistic approach and making life easy for our customers who will no longer have to rely on co-ordinating supplies or visiting the cash and carry.

“The success of our [recent]wine launch proves there is a market for consolidated food and alcohol deliveries.”

Brakes’ “one drop food” and alcohol delivery is targeting the healthcare and care home sector where alcohol is a secondary consideration after foodservice. Brakes’ states the service will also be of interest to fast food outlets, restaurants and pubs looking to match beer with their cuisine. It will be buying direct from suppliers, thus allowing it to offer competitive pricing.

The range includes lager brands such as Peroni, Heineken, Sol, Birra Moretti, Tiger and Kronenbourg as well as Heineken’s New Zealand cider brand Old Mout.

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