IoT on tap – Carling launches ‘beer button’
Carling Beer Button
Carling's Beer Button

IoT on tap – Carling launches ‘beer button’

Loyal Carling customers will never run out of beer again with the company’s new connected ordering service.  

Drinks giant Carling has launched the world’s first ‘Beer Button’, which offers an easy way to restock an empty fridge by connecting drinkers to online shopping baskets from the comfort of their own sofa.

Carling beer button himum said dad
Carling worked with digital product agency Hi Mum! Said Dad

The Beer Button links to a smartphone app, which in turn connects to the user’s account with a highstreet retailer of their choice. Customers need only press the button to automatically add beer to their basket.

Carling can bypass competitors with beer-on-demand

The button is the result of market research that suggests British shoppers don’t tend to search too hard when browsing supermarket sites online. On average they are only able to see a maximum of 10 products on a page, with one in three not clicking beyond the first page after searching for an item.

Alpesh Mistry, customer marketing director at Molson Coors, the company that owns Carling, claims the button will boost brand loyalty and bypass the traditional competition.

He said, “The Beer Button is designed to tackle the increasing problem of brand visibility online and drive both brand and retailer loyalty.”

“Although it may seem too good to be true for some Carling fans, the Carling Button is not a gimmick but is already up and running as a fully functional product. It is a scalable solution, that we see having a direct impact on how our consumers shop online and purchase Carling.”

The Beer Button is compatible with the UK’s major retailers, including Asda, Sainsbury’s, Tesco, and Morrisons. The release comes just days after Amazon launched its own connected button for one touch ordering, the Dash. Speaking to Marketing Weeka spokesman for Molson Coors clarified that the company has no plans to work with Amazon Dash, as the beer button is a “completely separate venture”.

Read more: Amazon Dash Comes to UK