Beer giant plans direct sales with BoozeBud buy

CARLTON & United Breweries owner’s Anheuser-Busch InBev will sell directly to the Australian public for the first time as it takes on dominant online liquor sellers Dan Murphy’s and Liquorland.

Global beer powerhouse AB InBev yesterday revealed it had bought online alcohol retailer BoozeBud for an undisclosed sum.

It means the world’s biggest brewer, which took control of CUB in late 2016, will increase its investment in the e-commerce platform, expanding its product range and logistics capabilities.

AB InBev last year bought SA craft brewer Pirate Life and has plans for a new $15 million brewery, which will push annual production to more than 11 million litres.

CUB’s brands include Victoria Bitter, Carlton Draught, Fat Yak and Four Pines. BoozeBud was formed by former investment bankers four years ago and works with the world’s biggest beverage companies, plus more than 400 of Australia’s craft breweries, distilleries and boutique wineries.

It delivers within three to four days to addresses in Adelaide, Melbourne, Geelong, Brisbane and the Gold Coast.

“Alcohol sales from an online perspective are still in their infancy in Australia and it is an immature market,” co-founder Andy Williamson said.

“We are looking forward to bringing that best practice ecommerce experience to the Australian alcohol market.”

The transaction was carried out by AB InBev’s global growth and innovation group ZX Ventures. ZX Ventures Australian head Rodolfo Chung said the platform would not be about exclusively selling AB InBev products but keep BoozeBud’s wide variety. “We believe online is about different niches,” Mr Chung said.

Upcoming features include an updated artificial intelligence driven alcohol recommendation engine.

ZX Ventures has built a reputation for investing in similar online ventures in South America and Europe.

Mr Williamson said it would be “business as usual” as BoozeBud operates as a standalone business with current management staying in place.