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Our commitment to our customers is everything - whether that is to provide the best beer experience in the comfort of your own home or to protect your privacy and the security of your personal data.

Take a few minutes to read this document that explains how we use personal information and the choices you have. This Privacy Notice is complemented by our Cookie Policy (and we refer to them together as the 'Notice'). When you use our websites and/or the PerfectDraft mobile app (the 'App') and the PerfectDraft machine, you agree that we use your personal information in accordance with this Notice.



Who are we?

PerfectDraft UK Limited
Bureau, Fetter Lane, London, EC4A 1EN, England

Company number: 08118833
VAT: 143959482
ICO registration: ZA166839

What personal data do we collect?

We only collect what we need to provide you the best experience with our services. That can include information that you give us upon registration, when you purchase an item or when you use the PerfectDraft machine, as well as when you navigate through our websites and/or App or interact with our marketing communications or ads. For more details, click here.

How do we use your data?

We use it strictly for defined reasons like to fulfil your requests; to send you marketing materials and personalised advertising; to analyse and improve our website and app and our business. We may link or combine information that we collect about you from various sources to help ensure a consistent user experience. To learn more, click here.

What rights and choices do you have?

#YourDataIsYours and you are in control.If you no longer want to receive marketing communications from us, simply follow the 'unsubscribe' link in the e-mail we send to you or reply 'STOP' to the SMS we send to you (to opt-out of SMS only).

If you want to exercise your data protection rights, click here.
To change your cookie settings and find out more about our use of tracking technologies, click here.

Who do we share your personal data with?

We only share your data when (and as much as) necessary and always in accordance with the defined reasons. We engage with partners that help us run our business (like our delivery partners and payment processors) and with our affiliates, who may use your information in a manner consistent with this Notice. We may also share your personal information with other parties when required by law or in connection with corporate transactions. You can find out more here.

How do we protect your data?

We adopt security measures to protect your data as comprehensively as possible. You can find more here.

How can you contact us?

If you want to exercise your data protection rights, click here.
For any data protection related questions: dataprotectionofficer_eu@ab-inbev.com

For general queries about our services: contact-uk@help.perfectdraft.com


  1. What personal information do we collect?
  2. How do we use your personal information?
  3. How long do we keep your personal information?
  4. How do we share your personal information?
  5. Do we transfer your personal information to other countries?
  6. How do we keep your personal information secure?
  7. Your rights (and how to exercise them!)

1. What personal information do we collect?

We collect and/or receive certain information about you. That can be:

Information you give us

  • When you create an account, subscribe to our newsletters or register to our loyalty programme; when you share comments and suggestions or when you contact us through our channels. This includes your name, email address, phone number, date of birth, and social media profile details;
  • When you buy something from us; when you reach out to our customer service with a query or requests; or when you schedule pick-up for a keg return. This includes billing details such as payment and shipping information, and order or return details;
  • Other information we may ask for promotional offers, surveys, contests or other marketing activities.

Information we collect on our websites and App, as well as when you interact with the messages that we send you. This includes data gathered by cookies and other tracking technologies, such as device and browser information, IP address and other internet connection information, access times, pages viewed and cart history. Check out our Cookie Policy for more details.

Information we receive from other sources, such as partners we jointly offer services with and to whom you may have given your consent. Social media platforms may also give us information about you if you connect with us through them. This may contain your name, geographic location, age, shopping habits, social media profile information or content you created. We may also combine this with other information to improve our products, services, content, and advertising.

We encourage you to read the privacy statements of other products or services you interact with in connection with us.

Information you give us and/or we collect through the App and the PerfectDraft machine, about how you navigate the App and about the use of your PerfectDraft machine. This may include your geographic location, User ID and Device ID, IP address and internet connection information, pages and features accessed, and details on when and how you use the machine, such as beer brand, volume of beer consumed and available in the keg, and real-time temperature of the keg. It may also include crash data and other diagnostic data from the App and your PerfectDraft machine.

2. How do we use your personal information?

The information detailed in the previous section is used by us in specific ways and in full compliance of the law:

Legal ground


When you give us your consent to:

  • Create and keep your account.
  • Update you with our latest news if you are subscribed to our newsletter.
  • Enrol you in our loyalty programme, contests, and sweepstakes.
  • Make sure you have a great, customised experience using our services and measure how we can better assign our efforts by placing cookies and similar technologies on our websites, on our App, and in marketing communications.

To fulfil a contract or take steps linked to a contract to:

  • Process your orders and deliver the items you purchased from us.
  • Operate your keg return requests.
  • Provide customer service and support and respond to your queries and requests.

As required to conduct our business and pursue our legitimate interests, in particular to:

  • Send information about important business updates, and about our products if you have purchased from us.
  • Send surveys to get feedback on your experience with us;
  • Analyse, manage, solve technical issues and improve our web applications, products and operations.
  • Analyse, manage and improve our and our affiliates' product offerings and services by analysing preferences, interests and purchases.

We anonymise and aggregate personal information (a process that results in data that does not identify you) when using it for research or data analysis, testing our IT systems, improving our websites, App and the PerfectDraft machine, and developing new products and services.

  • If we merge with or are acquired by another company, or if all or a portion of our assets are acquired by another company, your information will likely be disclosed to our advisers and prospective purchaser's advisers and may be assets that are transferred to the new owner.

For other legal reasons to:

  • Keep financial accounting.
  • Identify and prevent default in payments, fraud and other harmful activity.
  • Defend our rights or property and protect the rights and interests of our consumers, users and employees.
  • Comply with applicable law.

How long do we keep your personal information?

Always in line with this Notice, we may keep your data for:

  • 13 months for data provided by cookies and other tracking technologies (except when they are only placed for a session, in which case they will be deleted when that session is over);
  • 3 years for account data such as email address and phone number, counted from the last time you interact with us (such as logging in to your account, clicking on an email we sent you, or making a purchase);
  • 6 years in case of transaction and payment data, counted from the last payment date.

Other legal requirements may lead us to keep personal information for longer or less time. We will actively review the personal data we hold and delete it securely, or in some cases anonymize it, when there is no longer a legal or business need to keep it.

4. How do we share your personal information?

For the reasons identified in section 2, we may share your personal information with:

  • Reputable companies that help us run our business and improve our services and your customer experience including matters such as warehousing and delivery, payment and data processing, marketing and advertising, management of our loyalty programme, IT hosting, market research and surveys. To ensure the security of your transactions and prevent or detect fraudulent transactions, we may also share your information with a fraud screening partner. Some content, advertising, and functionality on our services may be provided by partners, such as our advertisers and providers of social network plugins. These partners may collect or receive certain information about your use of their services or your responses to such advertisements, and we may combine that information  with other information collected across different online channels.We only engage with companies that comply to our high standards and we put in place safeguards whenever possible but in some cases we may not have control over the extent, nature and purpose of their privacy practices - we suggest you review their privacy statements.
  • Our affiliates, the companies that are part of the AB InBev family;
  • Other parties when required by law to protect the rights, property, or safety of PerfectDraft, our clients, visitors to our websites and App, and/or the public.
  • Other parties in connection with corporate transactions such as a mergers, acquisitions, sale of assets, or any other transaction that results in a change in control or ownership of our company, in whole or in part.

You can rest assured that we'll only disclose your information for the reasons mentioned in section 2 and that your data security is being taken care of, as explained further in section 6.

In relation to our App, we will use commercially reasonable efforts, given the limitations imposed upon us by providers such as Apple Inc. and Google Inc., to clearly disclose what information is collected by the particular app, how it is used, and with whom it is shared. Please note that certain practices are outside of our control, for example, tracking by Google, Apple, or your phone carrier. We are not responsible for the actions of other companies. You should always read and understand these companies’ policies before downloading any app.

In addition to the sharing described in this Notice, we may share information about you whenever you consent to or direct such sharing. For example, if you voluntarily post information to a community forum, such information will be available to the community and may be shared more widely depending on the nature of the forum.

5. Do we transfer your personal information to other countries?

This website is hosted in the United Kingdom. All data collected through the App or the PerfectDraft machine is stored in the EU when connected to the internet within the UK territory.

We may transfer your personal information to partners located in countries other than the one in which you live (but only as necessary for the reasons detailed in section 2), including countries which might not be considered to offer a level of data protection comparable to that of the country where your data has been collected. In such cases, rest assured that we will transfer your data with appropriate measures to keep it safe.

6. How do we keep your personal information secure?

We employ a wide range of measures to protect your data as comprehensively as possible.

In addition to the commitment of our employees to secrecy and a careful selection and monitoring of our partners - who are bound to comply with high security standards for the protection of your personal data - we also secure our operating environment adequately. To protect your data against unwanted access, we employ measures such as encryption of data in transit, access controls, firewalls, among others, and we strive to stay updated to face future challenges. However, the internet is never 100% secure and we cannot guarantee that your information will be absolutely safe from intrusion by others. We encourage you to use strong, unique passwords and never share your account with others.

When you click a link to a third-party site, you will be leaving our site and we don't control or endorse what is on third-party sites.

7. Your rights (and how to exercise them!)

You have the right to require us to update or correct any inaccurate personal information we hold about you, as well to stop processing your personal information if you no longer wish to receive direct marketing communications from us, in case you have opted in. You also have the right to request us to provide a copy of the data we hold about you or to inform you further about how we use it.

You also have the right, in certain circumstances, to require us to delete your personal information; to object to the processing of your personal information; to restrict our processing; and to require us to transmit your personal information to you or to transfer or have them transferred to another company.

To stop receiving SMS texts, simply text back 'stop' (to opt-out of SMS only). If you no longer want to receive marketing information from us, simply follow the 'unsubscribe' link in the e-mail we sent you. Have in mind that, even if you opt out, we might still send you information related to your account or to a business relationship you may have with us, such as a request you have made about an order or delivery. If you want to exercise your rights or have any comments, queries, or complaints about our collection or use your personal information please click here. Your request will be processed by our team and a response will be provided in writing as soon as possible and certainly within 30 calendar days of the day we received the request. If you remain dissatisfied, you have the right to lodge a complaint with your local authority:

Changes to our Privacy Notice

We keep our Privacy Notice under regular review and any changes we may make in the future will be posted here.

This Privacy Notice was last updated on March 13th, 2023 and it is version number 8.

Previous Versions: Version 7; Version 6; Version 5; Version 4; Version 3; Version 2; version 1

Privacy Notice

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