Nov 16, 2012
Craft beer ecommerce website offers moreBack
Engineering|Africa|Design|Education|Flow|Nottingham Road Brewing Company|Packaging|Peak Brewing Company|Road|Africa|Asia|Belgium|Ireland|South Africa|United States|De Garve Brewery|Shongweni Brewery|US-based Brewery Rogue Ales|Craft Beer Ecommerce Website|Ecommerce Beer Website|Ecommerce Craft Beer Website|Flow|Logistics|Online Electronic Funds|Packaging|Product|Products|Service|Services|Rob Heyns
© Reuse this
The website now offers a selection of beers from an additional 15 South African microbreweries and one US-based craft beer microbrewery, cofounder and marketing director Rob Heyns tells Engineering News.
In addition to the online electronic funds transfer facility, the beer-of-the-month club debit facility enables members to sign up to receive 12 beers each month from a variety of microbreweries in South Africa and from breweries in Ireland, Belgium, other European countries, the US and Asia.
The website features a selection of beers from more than 20 local breweries, including Darling Brew, Shongweni Brewery, Triggerfish Brewing, Devil’s Peak Brewing Company and Jack Black Beer.
South Africa-based microbreweries Three Skulls Brew Works, De Garve Brewery, Copperlake Breweries, Nottingham Road Brewing Company, Drayman’s Brewery & Distillery, as well as US-based brewery Rogue Ales are some of the 15 new breweries added to the list.
“Craft beer has grown exponentially in South Africa and the rest of the world and we are particularly passionate about craft beers in South Africa,” says Heyns.
He adds that, since the launch, the business has considerably exceeded its sales expectations, indicating a need in the market for an ecommerce beer website.
The made-to-order beer selections, which are sold in batches of 12, are delivered free anywhere in South Africa within five days.
A mixed case of 12 specially curated craft beers is also sold. The mixed-case selection changes every month to keep beer enthusiasts guessing and their palates enthralled, says Heyns.
As breweries continually create new styles of beer, a variety of styles are available through The League of Beers website, including pale ales, amber ales, wit beers (white beers), Belgium and German beer varieties, US and European Indian pale ales (IPAs), stouts, porters and lagers, among others.
When The League of Beers website was launched, it was very basic and insufficient to meet customer needs. This required the business to upgrade the website’s functionality.
This was achieved by continually updating it, improving its offering, adding functionality and striving towards growing and achieving an integrated website.
Further, using a specialist courier service instead of a general courier service is important, says Heyns.
The League of Beers uses a specialist wine courier and a large general courier as a backup service provider to deliver its products. Specialist courier services such as wine couriers are preferred, as they commonly handle specialised products.
Heyns further points out that the packaging used by The League of Beers is important, as it serves two functions – it is attractive and helps build the brand and is specially designed to hold and protect the different volumes of beer.
The packaging is designed according to the business’s need to hold the biggest and smallest sizes of South African-produced beer.
Meanwhile, Heyns says a good supply of craft beer, although important, is difficult to obtain, owing to the small production capacities of producers. Cash flow is also a challenging aspect of the business, as a stockholding is crucial to the proper functioning of the ecommerce aspect of the website.
Website and Blog
The homepage of the website features information about the business, the brands of craft beer, the craft beer shop, a blog, a user account and a list of breweries.
Heyns says the brewery industry and beer consumers can use the blog for information, while consumers can browse around the shop before buying their favourite variant of craft beer.
“The goal of the blog is to bring the South African craft brewing industry to the customer,” he adds.
The blog posts, which are written in a personal tone, feature information about current events, the industry, posts by people in the craft beer industry and beer in general.
The most popular products on the website include mixed cases of curated beers, the lager produced by Jack Black Beer, Devil’s Peak Brewing Company’s Indian IPA and Darling Brew’s Bone Crusher (white beer).
Heyns says the business’s target customers are predominantly males; however, he has noticed a consumption trend within the female art and design community, younger people between the ages of 24 and 26, tertiary education students and wine drinkers.
The business aims to enter the aspirational and affluent markets in future.
Further, there are also plans to increase its customer base, product offering and area of supply, service and marketing to become the one-stop go-to website for craft beer brewers and consumers.
Edited by: Chanel de Bruyn© Reuse this Comment Guidelines (150 word limit)
Creamer Media Senior Deputy Editor Online
Other Trade News
Electrical engineering and electronics company Siemens will, by 2017, have supplied a total of 157 wind turbines to wind energy projects in South Africa, following a 2014 contract that committed Siemens to supplying wind turbines to a consortium led by wind and solar...
Recent Research Reports
Water 2015: A review of South Africa's water sector (PDF Report)
Creamer Media’s Water 2015 Report considers the aforementioned issues, not only in the South African context but also in the African and global context in terms of supply and demand, water stress and insecurity, and access to water and sanitation, besides others.
Input Sector Review: Pumps 2015 (PDF Report)
Creamer Media’s 2015 Input Sector Review on Pumps provides an overview of South Africa’s pumps industry with particular focus on pump manufacture and supply, aftermarket services, marketing strategies, local and export demand, imports, sector support, investment...
Liquid Fuels 2015: A review of South Africa's liquid fuels sector (PDF Report)
Creamer Media’s Liquid Fuels 2015 Report examines these issues in the context of South Africa’s business environment; oil and gas exploration; fuel pricing; the development of the country’s biofuels industry; the logistics of transporting liquid fuels; and...
Road and Rail 2015: A review of South Africa's road and rail sectors (PDF Report)
Creamer Media’s Road and Rail 2015 report examines South Africa’s road and rail transport system, with particular focus on the size and state of the country’s road and rail infrastructure and network, the funding and maintenance of these respective networks, and...
Defence 2015: A review of South Africa's defence sector (PDF Report)
Creamer Media’s Coal 2015 report examines South Africa’s coal industry with regards to the business environment, the key participants in the sector, local demand, export sales and coal logistics, projects being undertaken by the large and smaller participants in the...
Real Economy Year Book 2015 (PDF Report)
There are very few beacons of hope on South Africa’s economic horizon. Economic growth is weak, unemployment is rising, electricity supply is insufficient to meet demand and/or spur growth, with poor prospects for many of the commodities mined and exported. However,...
This Week's Magazine
The BMW Group will invest R6-billion at BMW Group South Africa’s (BMW SA’s) Rosslyn plant to produce the next-generation X3 sports-activity vehicle (SAV) for the local and export markets. Rosslyn will continue production of the current 3 Series through its lifecycle,...
The lack of consequences for poor performance and transgressions on the part of contractors remains a significant hurdle to tackling South Africa’s service delivery challenges, delegates heard at the Consulting Engineers South Africa Infrastructure Indaba, on...
City of Ekurhuleni executive mayor Mondli Gungubele earlier this month officially named the city’s bus rapid transit (BRT) system, Harambee.
About 58% of unstructured data stored by companies is dark data, which means that the value or regulatory importance of the data has not been determined. Subsequently, most of the stored data add costs, rather than increasing revenue or reduce regulatory risks, says...
Effective logistics, import/export and manufacturing consulting services require detailed industry knowledge and experience, but can add significant value to these industries by providing expert advice on various technical elements in their value chains, says...