Just in time for the second COVID-19 lockdownin the U.K. Molson Coors Beverage Company debuted on Monday Revl, a new direct-to-consumer e-commerce platform that offers the full range of the company’s brands, along with other beers, wines, spirits, soft drinks and snacks from select third-party partners.
The U.K. just like most of the other countries in Europe has imposed for a second time this year severe restrictions to contain the coronavirus forcing people to stay at home most of the time. The current lockdown in England is due to last until 2 December. Scotland, Wales and Northern Ireland also have restricted normal life for the weeks to come.
Since the onset of the global pandemic, Molson Coors e-commerce sales are up roughly 400% in Canada and about 200% in the U.S., according to company data. Data for the U.K. are not available. While the trend of consumers ordering alcohol online has accelerated exponentially this year amid lockdowns, shutdowns and other restrictions, most analysts and industry experts expect the shift to stick.
Revl promises next-day home delivery of beverages and snacks for consumers across England, Wales and parts of Scotland. The service offers two-day delivery to Northern Ireland, the Scottish Highlands and other more difficult-to-reach locales.
“Revl is a differentiated drinks proposition that offers a great choice of drinks and is easy to navigate and shop,” says Jack Daniel, director of digital at Molson Coors Western Europe. “We wanted a brand that stands out and helps to make an at-home occasion a bit special. We think we’ve done just that, offering carefully curated bundles with added extras that add interest or a point of difference.”
In addition to Molson Coors’ larger brands such as Coors Light, Carling, Staropramen and Cobra, Revl sells many of the company’s super-premium and craft brands, including Aspall Premier Cru Cyder,Sharp’s Offshore Pilsner, Franciscan Well Chieftain IPA, Bodega Bay hard seltzer and Miami Cocktail Company craft cocktails. The platform also offers low- and no-alcohol choices, including Doom Bar Zero and Rekorderlig Low Alcohol Strawberry & Lime, as well as a range of wines, spirits, soft drinks and snack choices.
At a time when people are spending more time in their homes, Revl seeks to help create “great at-home occasions” by offering exclusive access to new products and “specially curated bundles” that could include proper glassware for the perfect serve, virtual beer tastings, recommendations for ideal food pairings or themed accompaniments like a set of portable speakers for a sports event or movie night, Daniel says.
“We have been on a digital journey for the last few years, and extending our direct-to-consumer offering is a natural evolution for us and an exciting milestone for the business,” Daniel says. “Revl gives us another digital touchpoint to showcase our wide range of brands and improve national availability.”
Molson Coors plans to expand these bundles over time.