MillerCoors LLC has begun testing the sale of $20 draft-beer systems for consumers to drink at home, part of a string of new products and package innovation from beer giants grappling for market share in a crowded, slow-growing industry.
MillerCoors, the second-largest U.S. brewer by revenue, has begun testing the 1.5-gallon “Home Draft” for its biggest brands — Miller Lite and Coors Light — in about a half-dozen cities, including Dallas, Phoenix and San Diego. The boxed product, which is designed to fit into refrigerators for drinkers to consume periodically, rather than for one-time party use, comes amid packaging overhauls by the U.S. units of Heineken NV and Anheuser-Busch InBev NV.
via MillerCoors Tests a Draft-Beer Box for the Fridge – WSJ.com.
this is a good idea. Now I can just buy a couple of these every month and be set for a good time!
Although, they better have some kind of technology in there that’s better then the ‘mini kegs’ that I can already buy at winn dixie. Cause those taste like ass after about 2 days of sitting in the fridge.
While they’re shooting for the ‘we like draft better’ crowd I don’t see how they’re going to capture that “just carbonated 2 seconds ago’ taste.
Great Idea indeed. I love Newcastle. You would think companies would think about the consumer more. Corporations are so selfish.
I buy the Heineken ones for hubby’s dad, whenever they come down to visit. They’re pretty cool.