Carlsberg targets home drinkers

Carlsberg is launching a home beer-dispensing unit to cash in on the growing trend of take-home beer. The DraughtMaster will be launched later this month.

The beer brand claims the unit can deliver a “cooler pint with the perfect head” for home drinking. It follows a limited trial of the product that was run in pubs last year.

Rival brands Guinness and Heineken have both launched draught kegs to be used at home, while Inbev also put its Stella Artois lager into a similar format last year.

The DraughtMaster keg system will include a pre-cool function and twin speed fan to allow consumers to create a quicker keg cooling process. A spokeswoman says the process will free up the fridge space “quicker”. The keg also promises to maintain the freshness of the beer for up to three weeks after the first pour.

Carlsberg marketing director Darran Britton says: “Our Draughtmaster not only looks stylish but ensures each pint is poured at the perfect temperature, providing a fresh draught-quality pint, making it an ideal Christmas gift or must-have item for lovers of quality beer.”


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