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Slurp moves "aggressively" into beer and spirits

Published:  09 February, 2012 has appointed Richard Ellis to the position of beer and spirits manager, as it aims to expand more "aggressively" into non-wine alcoholic drinks.

Since launching its specialist beer range in late 2011, the online retailer claims sales have been rising steadily on the back of increased listings and promotional campaigns.

In utilises the same strategy as wine, offering around 250 specialist beers by the single bottle for next day delivery (with no minimum order) to encourage customers to try as many different lines as possible.

Dr Jeremy Howard, Slurp chief executive, said: "Our appointment reflects the growing importance of non-wine products to Slurp.

Over 15% of our orders now include a non-wine component (beers, spirits or accessories) and specialist beer is our fastest growing non-wine category.

The world's leading beer producers are doing amazing things,focusing on specificity of place and time and reflecting many of the ideals of our best contemporary winemakers."

In terms of promotion, Slurp has been creative in designing mixed cases around regional and topical themes, such as 'Australia Day', a mixed case of 12 high quality Australian beers from four different producers.

The company said it has been surprised at the popularity of Australian, New Zealand and American beers, with the British craft beer movement also becoming increasingly popular, but the more traditional Belgium and German beers struggling to keep up.