Heineken Dash Button launched by Amazon

The Heineken Dash Button allows users to instantly order beer at the touch of a button

Alcoholic drinks giant Heineken is the latest company to sign up to Amazon’s Dash Button programme in the UK, allowing customers to instantly order its beer with a touch of a button.

The Dash Button is a Wi-Fi connected device set up to instantly reorder products when a consumer runs out of them.

Heineken is the latest food and drink firm to add its products to the service, joining the likes of confectionery brand Mentos and Nestlé’s Nescafé Dolce Gusto coffee.

Alcoholic drinks category

It is also the first Dash Button developed for the alcoholic drinks category.

Amazon devices division vice-president Jorrit Van der Meulen said: “Customers love the convenience of Dash Buttons – feedback has been hugely positive and we also heard loud and clear that customers wanted more brands and more products.”

The Dash Button is linked to a customer’s Amazon Prime account, allowing products to be delivered the day after they are ordered.  

Heineken UK marketing manager Nic Casby commented: “We’re delighted that Heineken has been included in this next wave of Amazon’s Dash button roll out – and as the first-ever alcohol brand in the UK.

‘Technology to bring convenience’

“Heineken already has a great reputation for using technology to bring convenience and fun to at-home beer occasions and the Dash Button will ensure that Amazon members can now quickly and easily reorder their favourite premium beer, with a simple push.”

The Dash Button was launched last year in the UK following a successful launch in the US the year prior.

Amazon has made a number of advances in food delivery over the past year, including bringing its groceries service Amazon Fresh to the UK and announcing plans for a checkout-free supermarket.

Meanwhile, Amazon is to acquire US organic retailer Whole Foods Market in a deal worth £10.8bn ($13.7bn), the online retailer revealed this month (June 16). 

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