MillerCoors is trying out a novel presentation of its Miller and Coors Light beers with the “Home Draft,” a 1.5-gallon mini-keg that stays fresh in the fridge for a month, the Wall Street Journal reports. The set-up is similar to boxed wine. Amid a drop-off in domestic beer sales, repackaging has become a go-to strategy for brewers. “In this economy, we are seeing an increase in packaging innovation,” a consultant says. “In many cases, it can be less costly” than an entirely new product.
MillerCoors appears to be trying to capture a different demographic. “We're really trying to meet that occasion when you just got back from work and want to reward yourself,” an exec says, as opposed to “the party occasion.” The Home Draft costs 15% more per ounce than cans or bottles. The company should beware: a similar experiment by Heineken in 2005, the DraughtKeg, has proven more popular around holidays and sporting events than in everyday use.