(TDB) - Heineken has become the first booze company to sign up to Amazon Dash to provide ‘beer at the touch of a button’, in a move that is likely to prompt others major drinks brands to follow suit, according to analysts.

Amazon’s Dash buttons were launched in the US in 2015 to allow consumers to reorder a selection of well-known household brands at the touch of a wifi-connected button situated around the house, without going online. They rolled out in the UK in London last July, followed by Manchester and Edinburgh. The first tranche of product buttons included Nescafé, Ariel, Kleenex, Gillette and Rimmel but now booze has joined the Amazon line-up for the first time.

However it is not the only brand embracing new technology– rival brand Carling launched its own ‘beer button’ last September that synched directly to the top five UK’s retailer’s online grocery sites, and French drinks producer Pernod Ricard recently unveiled the revamped prototype of its at-home connected cocktail library, Opn (formerly known as the Gutenberg Project system), a more sophisticated way to enjoy, mix and reorder premium spirits at home which is expected to be made commercially available in early 2018.

Speaking at the time of the Carling button launch, parent company Molson Coors said it would boost brand loyalty among consumers and retailers by streamlining the customers’ online ordering process, as well as raising visibility of online ordering.