Snappy newsletters. Simple Facebook sharing. Spirited comments. Sweet features are waiting… GET THEM NOW!

MillerCoors Testing Mini-Keg for Fridge

By Harry Kimball,  Newser Staff

Posted Jul 29, 2009 4:04 PM CDT

(Newser) – 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.

Cases of Coors Light.
Cases of Coors Light.   (AP Photo)
Miller Light in the fridge.
Miller Light in the fridge.   (Flickr)
A salesperson reaches in for a bottle of Coors non-alcoholic beer chilling in a refrigerator.
A salesperson reaches in for a bottle of Coors non-alcoholic beer chilling in a refrigerator.   (AP Photo)
« Prev« Prev | Next »Next » Slideshow
To report an error on this story, notify our editors.
A snapshot of the day's best news stories.
 
COMMENTS
Showing 3 of 14 comments
Austin Willoughby
Dec 20, 2010 4:57 PM CST
jeez
Guest
Sep 13, 2009 3:47 AM CDT
If only you could pump one of these things more than once. I got a full glass of head on my first beer, poured steady. Been pouring slower ever since. You seem to only be able to twist/pump once. Anyone got any solutions? If not, this thing blows.
offspringdude235
Jul 30, 2009 7:39 AM CDT
No, I don't think so... I am in college and do a decent amount of drinking... The draught keg isn't too popular... It's too much and is awkward for beer pong...

More Newser Stories

Sioux Tribe Sues Beer Makers for $500M

Early French Were Beer Lovers

Women Are Better Beer Tasters

Carlsberg Tension Still Brews Over on-the-Job Boozing

Hipster Beer PBR Cruises in Recession


NEWS FROM OUR PARTNERS
Other Sites We Like:   24/7 Wall St.   |   Betty Confidential   |   BuzzFeed   |   Cracked   |   Fark   |   Timelines   |   The Frisky   |   Geek Sugar   |   NewsOne