Molson Coors has launched what it claims to be the world's first "beer button"- a device that allows Carling drinkers in the UK to order beer using a button in their fridge.

The brewer's UK unit said today that the e-commerce button is linked to online grocery retailers including Tesco, Sainsbury's, Morrisons and Asda. Consumers can select their preferred retailer and the function is set up via a 'Beer Button' mobile app. "Once set up, purchases can be made straight from the fridge with a simple press of a button, with no need to go online and search," said Molson Coors. The brewer is launching the technology in response to the increasingly-crowded online shopping space.

A spokesperson told just-drinks that the company has no current plans to roll out the initiative to other brands or to other countries.

"Molson Coors' research showed that shoppers are only able to see a maximum of ten products on a page when grocery shopping online," the brewer said. "Furthermore, one in three shoppers do not click beyond the first page when shopping online. Given the online grocery channel is set to be worth GBP17.2bn (US$22.86bn) by 2020 (IGD five-year forecast), organic discovery online will become harder and brands will have to increasingly focus on innovative ways to achieve visibility."

The button is a result of a collaboration with digital product agency Hi Mum! Said Dad.

The move follows the launch of Amazon Dash buttons, which allow Amazon Prime subscribers in the UK and parts of Europe to directly order refills of products such as washing powder, cat food and toilet paper.

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