Wholesale ordering platform Kaddy has launched guidelines for online buyers to ensure cold chain storage for beer.

The Keep it Cool programme will provide information and guidelines to venues and retailers stocking beer, through storage, transport and in-store. Brisbane’s Range Brewing has recently signed onto Kaddy and will be the pilot supplier utilising the Keep It Cool guidelines for suppliers.

“We get that operators and their staff don’t have time or patience to go through a manual or anything so we kept the simplicity of the program in the name – Keep It Cool,” said Kaddy marketing manager Patrick Feary.

The guidelines provide recommended temperature, storage and handling procedures, as well as outlining some of the reasons and benefits to venues for doing this.

Feary explained that it was a learning process for customers who are dipping their toe into new categories.

“As we have grown our customer reach, Kaddy is now used by a wide range of venues, including licenced cafes, supermarkets and even florists, many of whom might be stepping into the world of premiumisation and craft beer for the first time,” he said.

“We’re in the perfect position to help educate these trade customers on the best possible way to handle and store these time and temperature-sensitive products to make sure consumers get the best product possible and as intended by the supplier.”

Rather than enforcing or policing the guidelines, Feary explained it was a chance to educate venues and suppliers on why cold chain storage was important to the quality of the product.

“When a customer first connects with a supplier on Kaddy that has opted into the Keep It Cool program, we make them aware of the guidelines and they confirm that they understand and can comply with them,” Feary explained.

“So the expectation is set from the start of the trading relationship. We’re not here to police it – we want to help customers understand why the guidelines are in place, and outline the benefits to them and their customers.

“At the end of the day, the guidelines are there to keep the beer fresh and the consumer happy. For venues and retailers that pride themselves on their product, this is incentive enough.”

To develop the guidelines, Kaddy teamed up with Gerard Martin and Matt McIver, co-founders of Brisbane’s Range, which also has a Melbourne taproom.

“Our partnership with Range was well timed to formalise this as Gerard and Matt already have these sorts of agreements in place with venues pouring their beers,” Feary said.

“When we were talking with the guys from Range, it was very important that the same quality control they had in their offline wholesale was maintained when they moved those trade customers onto Kaddy.”

Suppliers can request the guidelines be observed by Kaddy customers.

“There’s an increasing number of players in the industry doing this by default – from venues, to cold-chain logistics partners, to suppliers, like Range Brewing. Part of this is awareness – helping customers identify the suppliers that have these specific requests, and making them easy to comply with.” Feary explained.

Cold chain logistics and storage have been at the forefront of the minds of many brewers who are expanding their distribution into new markets.

Last year for instance, Mighty Craft signed a cold store national distribution agreement with alcohol supply chain company Bevchain to ensure cold store warehousing and distribution for its portfolio of breweries.