Molson Coors to launch draught beer in time for the World Cup

Molson Coors is launching a new draught beer for the off-trade, Home Draught Kegs designed to fit into a home fridge.

Made available in time for the FIA World Cup, the 10-pints keg will be rolled out next month, and available at various supermarkets including Sainsbury’s and Morrisons.

The £8m launch will be made available in three of Molson Coors’ brands – Carling, Coors Light and Grolsch.

The kegs will have a recommended retail price of between £14 and £17 each.

Consumers in the UK have been migrating from pubs and bars to the off-trade for several years, putting pressure on brewers’ margins due to lower prices in the supermarkets.

In 2004 Belgian brewing giant Interbrew (now Inbev) teamed up with electrical retailer Philips Electronics to launch a draught-beer dispenser aimed at the home market.

Called PerfectDraft, the global launch includes an appliance with a tap handle, an internal cooling system and a pump, which claims to keep beer at a constant temperature of 3ºC.

In 2005, Heineken launched a portable keg beer system as part of a £100m marketing push. The draught system, known as DraughtKeg, contains 4.75 litres of beer in a small barrel. The beer is poured through a patented pressurised gas system, similar to those used in pubs.

This story first appeared on pitch

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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