Kroger, the United States’ largest supermarket chain by revenue, will soon expand its in-store beer tap stations and tasting sessions in an effort to increase customer traffic, beginning with two locations in Cincinnati.
Select Kroger locations, including those in Arizona; Atlanta; and Columbus, Ohio, are already equipped with beer taps, but the chain is set to introduce the craft beer stations — which will also serve wine — at a number of new stores.
“Wine and growler bars are a natural evolution for our adult beverage departments,” Jason Milburn, Kroger’s national beer coordinator, told The Cincinnati Enquirer. “By adding growlers, we are able to introduce our customers to new and emerging breweries that are only available on draft.”
The supermarket chain is hopeful that the taps will help to increase consumers’ perceptions of the store’s quality.
“It gives our customers a great experience in store and offers them more variety, hard to find beer items, and the ability to support local breweries in an entirely new way,” Millburn said.