Grolsch‘s ‘Bier aan Huis’ (EN: ‘Beer at Home’) initiative kicked-off on Thursday, April 2, 2020 a temporary beer delivery service was introduced across the eastern part of the Netherlands. Some consumers in the eastern Netherlands did not want to risk going grocery shopping during the pandemic so businesses started getting creative.
As a response to the Dutch Government’s recommendation to stay at home during the COVID-19 pandemic, Grolsch decided to offer consumers a safe and comfortable option of purchasing Grolsch beer. The corner shop was replaced with a web shop.
When purchasing, users had to confirm that they were of legal age to purchase beer (which is 18+ in the Netherlands) and then were asked to show ID cards during the delivery itself. Following recommendations by the government of the Netherlands, ‘Beer at Home’ deliveries were completed by maintaining a 1.5-meter distance between the customer and the delivery person.
Preparing for the opening of the hospitality sector, incl. bars and pubs, the beer delivery program was suspended. Over the 20 days of ‘Bier aan Huis’ across eastern Netherlands, 3,520 orders were placed online and 3,942 beer (708 HL) home deliveries were made. This was an impressive result, especially for a completely new delivery program. It provided Grolsch with a number of learnings for a potential future delivery model.
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