‘Beer at home means Davenports’, a slogan made popular in 1939, is being given a new lease of life by the long-established Midlands brewery.
Inspired by the pioneering delivery service of 1902, and in line with the changing attitude of people towards drinking at home, it is hoped that it will be as popular as it was more than a century ago.
While in the early 1900s a dray and shire horse were used to deliver bottles of ale directly to customer’s homes, today the product will be ordered online, and arrive in Beer At Home boxes, courtesy of a courier service.
Davenports has a reputation for being pioneering throughout history, boasting many firsts. The first to install bottling plants harnessing the latest technology, and a pioneer of early recycling, in 1905 the company fought a significant legal battle to enable them to sell beer directly to customers in their home.
Early leaders in the concept of marketing, many will recall the famous jingle that transformed the company’s fortunes, and continues to be recalled by generations today.
In 1902, Baron Davenport, a very private man, was said to be disturbed by the sight of children waiting outside public houses while their parents drank inside. This sparked the idea of delivering bottled cask beer to customers’ houses to persuade them to drink at home with their families.
Today, the impact of the pandemic has certainly changed people’s drinking habits, with many wanting to drink in the comfort of their own home, ordering online and consuming at their leisure.
How it used to be: a Davenports dray
Baron W Davenport said: “Wherever we go, people recite stories of their own experience of Beer At Home, be that grandparents, or parents who bought Davenports products. We’ve even had people call-in to radio shows to sing that famous Beer At Home jingle!
“Pioneering throughout history, Davenports has led the way in terms of innovative brewing technology and practices,
delivery services, and creative marketing. We really haven’t had to look far, or think too hard about our Beer At Home service.
“It is wonderful that the passion for the brand is still strong after so many lifetimes, and it is still relevant and on trend for today. Whilst we won’t be using drays to deliver our product, more’s the pity, we still have that jingle!”
Cen Hayward, associate sales director of Davenports, said: “More purchases are being made online. People want quick, secure delivery to their home to suit their lifestyle.
“Europe now consumes 20% of the world’s beer, and this is expected to grow annually. Industry insiders suggest that covid-19 may have advanced the evolution of online alcohol sales by up to three years, in just three months! Ecommerce is hugely important, and the time is right to launch our own dedicated Beer At Home service.”
With sustainability in mind, Davenports has focused on removing plastic where possible from the supply chain of Beer At Home, hence the minimal packaging approach which eliminates void fill, improves operational efficiency, and lowers transport costs. Yet it is designed to withstand the rigour of transport — and, of course, is made from recycled material.
Consumers can order their Beer at Home via www.davenports.co.uk.
