Privacy Notice

Last modified: 16/06/2022 (version 6)

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

Expected reading time: ~15 minutes

At Beer Hawk by PerfectDraft, our commitment to our customers is everything - whether that's the commitment to giving you the best possible beer experience in the comfort of your own home, or our commitment to protecting your privacy and the security of your personal data.

Please take a minute to read this document that, together with our Cookie Policy (the 'Notice'), explains how we use the personal information you provide and the choices you have. By proceeding to use our site, you are consenting that we process your personal information in accordance with this Notice. We have tried to keep it as simple and clear as possible and we have included a summary of the main points below. You can still read the full Notice below that, and if you have any questions you can contact our Privacy Team.


Our Notice in a Sip

Who are we?

Our entity name is PerfectDraft UK Limited.
We are registered in United Kingdom with registration number 08118833 and VAT number 143 9594 82.
We are also registered before the UK data protection authority (the Information Commissioner's Office) under number ZA166839.

What personal data do we collect?

We collect the information that you give us upon registration, when you purchase an item, as well as data that we collect when you navigate through our website or interact with our marketing emails or ads. For specific categories of data collected and more details, click here.

How do we use your data?

We use it for different purposes: to fulfil your requests; to send you marketing materials and personalised advertising; to analyse and improve our site 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 about the purposes and lawful basis for processing your data, click here

What rights and choices do you have?

#YourDataIsYours and you are in control.
If you no longer want to receive marketing information 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 UK GDPR data protection rights, click here.
If you want to change your cookie settings find out more about our use of tracking technologies, click here

Who do we share your personal data with?

With reputable service providers that help us run our business (e.g. 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 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 technical and organisational measures to protect your data as comprehensively as possible, including encryption. You can find more here.

How can you contact

For general queries:
For any data protection related questions:

The Full Glass: Complete Privacy Notice

  1. What personal information do we collect?

    Information you give us:

    • Through registration; when you subscribe to our newsletter or register to our loyalty programme; when you enter information on certain pages on the site or login using your social media profile, when you connect to the Wi-Fi network in our bottle shops or when you contact us by phone or email. This includes your name, email address, phone number, date of birth and social media profile details;
    • When you purchase an item. This includes payment information and bank details such as your credit or debit card number and other card information, billing and shipping details, transaction details and purchase history;
    • Other information we may ask in connection with promotional offers, surveys, contests or other marketing activities.

    Information we collect using cookies and other tracking technologies, such as device and browser information, IP address, usage and location data. We collect it on our website and in emails that we send to you. You can find out more in our Cookie Policy.

    Information we receive from other sources, such as when somebody buys a gift for you on our site. We also receive information from our affiliates and from partners we jointly offer services with. Social media platforms may also give us information about you if you connect to our website through them. This may comprise your name, geographic location, age, shopping habits, user-generated content (such as blogs and social media postings), social media user name or other social media profile information (such as number of followers), in each case as permitted by law.
    We may also combine this with other information to improve our products, services, content, and advertising. We rely on the lawful basis for processing (which could be the consent you give to third parties) prior to us receiving that information for processing. Refer to the third party privacy statements of each of the websites you interact with for further details of that party's processing.

    Information you give us and/or we collect through the PerfectDraft App, about the use of your PerfectDraft machine. This may comprise your geographic location, User ID and Device ID, usage data regarding your interaction with the machine, such as the beer brand(s) you use in combination with the machine, the volume of beer in the keg, the real-time temperature of the keg inside the PerfectDraft machine. It may also comprise crash data and other diagnostic data from your PerfectDraft machine.

  2. How do we use your personal information (and what are the lawful bases for these uses)?

    We use the information we collect about you for the following purposes:

    Lawful bases

    When you give us your consent to:

    • Keep you updated on our latest announcements by sending you SMS or emails if you subscribed to our newsletter.
    • Place cookies and using similar technologies on our websites, on our apps and in email communication to make sure you have a great, customised experience using our services.
    To fulfil a contract or take steps linked to a contract to:
    • 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 you emails with information about our products that we believe may be of interest to you if you have purchased goods from us. We will do this when we believe it is in our mutual interests to do so. If you no longer want to be part of our mailing list, follow the ‘unsubscribe’ link in the e-mail we send to you.

    • Help us diagnose problems with our server or other technical issues relating to the performance of the website.

    • Combine it with data from our affiliates in the UK to create look-a-like audiences; measure and track activity across our digital ecosystem for A/B testing & attribution efforts; and analyse, manage and improve our and our affiliates' websites, product offering and services by analysing preferences, interests and purchases.

      Please note that we anonymise and aggregate personal information (so that it does not identify you) when using it for the purposes of testing our IT systems, research, data analysis, improving our site and app, and developing new products and services.

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

    For legal reasons to:
    • Identify and prevent default in payments, fraud and other harmful activity, to defend our rights or property and to protect the rights and interests of our consumers and users and to comply with applicable law.

  3. How long do we keep your personal information for?

    We will only retain your personal information for as long as we need it for the purpose it is being processed for. We will actively review the personal data we hold and delete it securely, or in some cases anonymise it, when there is no longer a legal, business or consumer need for it to be retained.

  4. How do we share your personal information?

    For the purposes identified above, we may share your personal information with the following categories of recipients:

    • Our affiliates, parent companies or parent companies' affiliates are all the companies that are part of the AB InBev family of companies
    • Reputable service providers that help us run our business and improve our services and your customer experience including matters such as warehousing and delivery, credit card and data processing, marketing and advertising, management of our loyalty programme, IT hosting, market research and run surveys (including Diversity and Inclusion). In order to ensure the security of your transactions and prevent or detect fraudulent transactions, we may also share your information with our fraud screening partner. Some content, advertising, and functionality on our services may be provided by third parties, such as our advertisers and providers of social network plugins. These third parties may collect or receive certain information about your use of their services or your responses to such advertisements, including through the use of cookies, beacons, and similar technologies, and this information may be combined with information collected across different websites and online services. Unfortunately, we have no control over the extent, nature and purpose of such data processing or their privacy practices - we suggest you review their privacy statements.
    • Other parties when required by law to protect the rights, property, or safety of PerfectDraft UK, its customers, visitors to this website 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 specific purposes mentioned in section 2 and that your data security is being taken care of. These third parties are bound to process your personal data only on our strict instructions and when they can offer adequate technical and organisational measures to protect it.

    We may also disclose your personal information as necessary to protect the security and integrity of our site and of our PerfectDraft App according with the law, in the event that we sell or transfer all or a portion of our business or assets to a third party, or as required or authorised by law.

    In addition to the sharing described in this Notice, we may share information about you with third parties whenever you consent to or direct such sharing. For example, if you voluntarily disclose or post information to a community forum, such information will be published to the community and may be published more widely by a member of the community or the nature of the forum.

  5. Do we transfer your personal information across national borders?

    This website is hosted in the United Kingdom. We may transfer your personal information to service providers located in countries other than the one in which you live (only to the extent that it is necessary to fulfil the purposes outlined in section 2.

    Some of these recipients are located in territories outside the country where your personal data has been collected, 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, we inform you that, where required under applicable data protection law, we will transfer your data with adequate safeguards and always keeping your data safe.

  6. How do we keep your personal information secure?

    We adopt technical and organisational 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 service providers - 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 use data encryption. Data collected from this website will be passed between your computer and our server and vice versa via the internet using data encryption in transit technology by using 256-Bit TLS (Transport Layer Security) encryption. Data stored in our database is encrypted using data encryption in storage technology by using 256-Bit AES encryption.

    However, the Internet is never 100% secure and we cannot guarantee that information during transmission or while stored on our systems or otherwise in our care will be absolutely safe from intrusion by 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!)

    With regard to our processing of your personal information described in this Notice, you have the right under certain circumstances:

    • to be provided with a copy of any personal information that we hold about you, and receive information about our processing of your personal information;
    • to require us to update or correct any inaccurate personal information;
    • to require that we stop processing your personal information for the purpose of sending you direct marketing communications or for performing data analytics to derive consumer behaviours' trends and patterns and improve our and our affiliates' products and services.

    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 data controller.

    If you are seeking to exercise any of your statutory rights or if you have any comments, queries, or complaints about our collection or use your personal information please click here. Your request will be investigated by our Data Protection Officer. A response to your request will be provided in writing as soon as possible and certainly within 30 calendar days of the days we received the request. We expect that our procedures will deal fairly and promptly with your request. However, if you remain dissatisfied, you have the right to lodge a complaint with the Information Commissioner's Office.

  8. Changes to our Privacy Policy

    We keep our Privacy Policy under regular review. Any changes we may make to this Privacy Policy in the future will be posted here.

    This Privacy Policy was last updated on 16 June 2022 and it is version number 6.

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