Traditional cask-conditioned beer is not, on the face of it, the sort of product you would normally associate with sales over the Internet. Yet, one of Britain`s biggest independent breweries is using electronic commerce, based on Sun Microsystems technology, to sell its distinctive products into a global market.
The World Trade Organisation predicts the e-commerce market will be worth $300 billion by the year 2000 and involve 300 million Internet users.
SA Brain, based in Cardiff, produces a range of traditional ales, mainly for its own estate in Wales, the Midlands and the West of England. The company, the largest independent brewer in Wales, established a Web presence two years ago to increase its global profile and presence.
Initially, Brain operated a site that was content-only, providing information about itself and its products. Within a few months the site proved so popular that the company lunched an e-commerce facility 18 months ago.
A Web site was set up, followed by establishing a secure credit card payment system for on-line purchases.
As with all electronic commerce services, one of Brain`s greatest concerns was getting the security level right. A server was established to provide the necessary encryption level and to allow credit card transactions to take place with complete confidence.
One of the main advantages of the on-line service is that, as an incentive, Brain offers 15 percent discount on normal prices.
Malcolm Begley, network analyst with the brewery, says Web shopping offers a level of convenience which other forms of marketing fail to match. "You send in your order simply and quickly, and then it`s processed and sent out. It`s a big step forward. E-commerce is starting to become an accepted way of doing business."
As Brain`s e-commerce service is attracting orders worldwide, the brewery now plans to upgrade its site based on Sun technology and consolidate its presence in the global market.
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