Nov 16, 2012
Craft beer ecommerce website offers moreBack
Education|Nottingham Road Brewing Company|Peak Brewing Company|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|Online Electronic Funds|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
Other Trade News
Updated 15 minutes ago Global pan-emerging markets investment firm Actis on Monday closed its third energy fund, Actis Energy 3, after having raised $1.15-billion, exceeding its original target of $750-million by 50%. Actis Energy 3’s investor base included pension funds, sovereign...
Updated 46 minutes ago In line with its strategy of enhancing its service offering for small- and medium-sized oil and gas processing facilities, global engineering specialist solutions provider Kentz has moved to acquire offshore oilfield specialist Valerus Field Solutions for...
Updated 49 minutes ago The 50 MW De Aar solar power project, which is majority owned by power company Globeleq, on December 3 started supplying power into Eskom’s power grid in the De Aar municipality. This meant that, in future, should the municipal supply be off owing to scheduled...
Recent Research Reports
Defence 2013: A review of South Africa's defence industry (PDF Report)
Creamer Media’s 2013 Defence Report examines South Africa’s defence industry, with particular focus on the key players in the sector, the innovations that have come out of the defence sector, local and export demand, South Africa’s controversial...
Road and Rail 2013: A review of South Africa's road and rail infrastructure (PDF Report)
Creamer Media’s Road and Rail 2013 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 network, the funding and maintenance of these respective networks, and the push to move...
Liquid Fuels 2013 (PDF Report)
Creamer Media’s 2013 Liquid Fuels report examines South Africa’s liquid fuels market, focusing on the business environment, oil and gas exploration, the country’s feedstock supplies, the development of South Africa’s biofuels industry, fuel pricing,...
Projects in Progress - Second Edition (PDF Report)
Creamer Media’s second Projects in Progress supplement considers some of the major project developments under way, including high-profile energy and transport projects, as well as a few of the lower-profile public and private developments. What remains apparent is...
Water 2013: A review of South Africa’s water sector (PDF Report)
Creamer Media’s Water 2013 report considers the aforementioned issues, not only in the South African context, but also in the African and global context, and examines the issues of water and sanitation, water quality and the demand for water, among others.
Canadian Mining Roundup for June 2013 (PDF Report)
The June 2013 roundup includes details of the development of TSX-V-listed Aldridge Minerals’ flagship Yenipazar polymetallic project, in Turkey; the Canadian Nuclear Safety Commission’s renewal of Cameco’s uranium mining licence pertaining to the Cigar Lake...
This Week's Magazine
Mitsubishi Motors South Africa (MMSA) has introduced a 4x2 derivative of its Pajero Sport sports-utility vehicle (SUV), which will give it access to a substantial slice of the full-size SUV market, where it will compete with the likes of the Ford Everest, Chevrolet...
South African Energy Minister Ben Martins has affirmed that the government wants the country to be globally competitive in the nuclear sector. "Our responsibility has always been ... to ensure that, in nuclear energy, South Africa can compete with the rest of the...
Mercedes-Benz South Africa (MBSA) president and CEO Dr Martin Zimmermann describes the new S-Class as “a special place to be”, with the car creating a sense of “wellness” once you are seated inside the German brand’s flagship model. It is difficult to argue...
Water scarcity and water-quality issues are broadly recognised and understood in most political, business and civil organisations in South Africa, but solving water issues will require wide and continuous action in catchments and municipalities by organisations and...
Work is well under way on the R212-million Imvutshane dam, 30 km north-west of Stanger, in KwaZulu-Natal, which is a key link in supplying people in rural Maphumulo with a reliable source of safe drinking water.