Kegs vs Cans: why we’re doing both (and where each wins).

Here’s the thing about alcoholic drinks: people don’t live in one “channel.” They pre-game at home, have a few in the pub, then dance in a club, then get cheesy chips at 1am, and sometimes do all three in one heroic evening.

That’s why Wombat is launching kegs + cans. Same flavour, two superpowers.

Kegs (on-trade): theatre + speed

Kegs are the moment. Tap badge on the bar, quick pour, ritualistic serve. In-your-face discovery. Our drinks are known, so staff can explain us in one sentence (“full-flavour ginger beer/cloudy lemonade, 4%”) and get back to service. For venues, it’s a clean GP story with simple serves with opportunities for menu extension (think Wombat Mule, Wom Collins). Plus we bring the POS and the launch night plans and activations so it's plane sailing for managers and staff.

What we watch: rate of sale per week, reorder speed, and whether the drink shows up in photos from the night.

Cans (retail + support): discovery + convenience

Cans do the quiet work. Fridge at home, train to a festival, BBQ hero. They also help venues when a spare line isn’t available. Stock cans while we lobby for a tap. For small retailers and local chains, cans give us shelf presence and activation opportunities.

What we watch: velocity per store, display wins (stackers, end caps), and repeat orders.

Why not pick one?

Because customers don’t pick one. Kegs build brand awareness in on the on-trade; cans build reach outside. Together, they make the brand feel everywhere without actually being everywhere (yet).

How we’re rolling out:

We’re starting keg-led in venues (pub groups, music venues, student unions), then layering cans into nearby indie retail so people can take the taste home. 

If you run a venue or a small chain and want Wombat, we’ve got a one-pager with the menu math. Drop us a line at rory@wombatdrinks.co.uk for more details.