MillerCoors Looking to Bring Draft Beer to the Fridge

by Mike Pomranz (Subscribe to Mike Pomranz's posts)
Posted Jul 30th 2009 1:00PM
Filed under: Beer, Trends, New Products, Food News

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Miller will geniunely be on draft, in the fridge.
Photo: William Hartz, Flickr

Beer conglomerate MillerCoors, The Wall Street Journal reports, has responded to sliding sales with some tweaking in the packaging department. For $20, their new "Home Draft" beer box will keep 1.5 gallons -- equivalent to 16 12-ounce beers -- of Miller Lite or Coors Light fresh in the fridge for about 30 days, a change from previous "mini-keg style" distribution systems meant to be consumed in one sitting (with a number of guests, of course!). This disposable, recyclable and affordable "draft beer system" has already begun test marketing in a number of cities.

MillerCoors is hoping the new packaging will help woo "the 30 percent of beer drinkers who say they prefer draft beer to the bottled or canned variety." Much like Heineken's DraughtKeg which started with strong sales before cooling off, the novelty of the gadget itself may be part of the appeal. With Miller Lite witnessing a 7.5-percent sales drop, they're happy to move product any way they can.

[Via The Wall Street Journal]

Tags: Coors, Coors Light, draft, Draught, Home Draft, Miller, Miller Lite, MillerCoors

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Reader Comments (Page 1 of 1)

7-30-2009 @ 2:14PM

Dave Martorana said...

I like the innovation, but more Miller or Coors? Is there a "heeellll no" option on that survey?

7-30-2009 @ 3:53PM

Tana Butler said...

Please Google "Coors" and "fascism." You will find over 15K results. They have been affiliated with Nazism for over four decades, and conscientious people have been boycotting them for a long time.

Plus the beer is VILE.

7-30-2009 @ 5:45PM

captainzoli said...

Kinda reminds me of the old party balls.

10-16-2009 @ 5:51PM

infinity306 said...

"Tana Butler said...

Please Google "Coors" and "fascism." You will find over 15K results. They have been affiliated with Nazism for over four decades, and conscientious people have been boycotting them for a long time.

Plus the beer is VILE."

By your methodology everybody is a Nazi...

Google "Fascism" and "Martin Luther King jr" you will find over 100k Results..
Are you saying Martin Luther King Jr was a Nazi? that search gets a lot more hits then "coors" and "Fascism"

although I would tend to agree canned Coors is not the first beer i go to at a store..I did have some pretty good beer when I toured their brewery in Golden though..

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