Whole Foods Unveils a Beer Bike in its Houston Store
Whole Foods latest in-store innovation is known as the "beer bike". The idea is that an employee will ride around the store with a keg equpped on the back, allowing shoppers to easily try its beer made on site.
The bike will also serve as a way for the in-house brewmaster to collect ingredients for the next batch.
Whole Foods sees its private label craft beer as a key differentiator from competitors and an influential trip driver.