AB InBev and Keurig terminate Drinkworks JV
Beverage companies Anheuser-Busch InBev and Keurig Dr Pepper have discontinued the production of Drinkworks, their at-home alcohol dispensing system.
Created as a joint venture between the firms, Drinkworks uses pod-based technology to prepare cocktails, beer and more through a machine.
‘On [15 December] we made the difficult decision to stop selling our home bar machines,’ Drinkworks revealed in a statement on its website.
Sales of the company’s Drinksmaker machines were ceased immediately. The brand’s cocktail pods and other equipment and accessories will be sold until supplies run out.
A spokesperson for Anheuser-Busch said: “We continue to invest heavily in our innovations – both in beer and beyond beer – to meet consumer needs on different occasions, and we are committed to scaling and fueling the momentum behind key products and brands including Cutwater Spirits’ ready-to-drink canned cocktails, Nutrl Vodka Seltzer, and the upcoming launch of our first-ever zero carb beer, Bud Light Next. We continually evaluate our portfolio to ensure we are dedicating resources behind high-growth brands.”
Based on the discontinuation, Drinkworks is offering consumers refunds on their purchases. The reimbursement programme will run until 28 February 2022, and can be accessed at drinkworksrefundprogram.com.
AB InBev and Keurig Dr Pepper launched the brand in 2017 with the aim of ‘developing a new system for the adult beverage category’.
In 2019, Drinkworks partnered with booze e-commerce platform Thirstie to introduce a streamlined platform for purchasing the beverage brand’s products. Later that year, the home bar system teamed up with Brown-Forman to create a range of cocktail pods using the Jack Daniel’s owner’s spirits brands.
Last year, Pernod Ricard scrapped its at-home smart cocktail concept Opn, which aimed to mix cocktails through an app.