"Draught" news and stories

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]

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