Interbrew and Philips Electronics launch home draught-beer pump

Belgian brewing giant Interbrew has teamed up with electrical retailer Philips Electronics to launch a draught-beer dispenser aimed at the home market.

Called PerfectDraft, the global launch will include a new appliance with a tap handle, an internal cooling system and a pump, which claims to keep beer at a constant temperature of 3ºC. It will be available alongside six-litre Stella Artois in metal kegs.

It is not known if the product will be supported by an advertising and marketing campaign.

PerfectDraft will initially be rolled out this autumn in Belgium before it is introduced in the UK. The recommended retail price for the appliance will be E199.99 (£135) and the six-litre keg will be priced at E14.99 (£10).

A spokeswoman for Interbrew says that the launch has been developed jointly by Interbrew and Philips and will keep beer fresh for four weeks. “Bringing the great taste of draught beer into the home is a consumer need that Interbrew has clearly identified,” she adds.

According to drinks research company Canadean, total draught beer sales fell 2.8 per cent between 1998 and 2002 in the UK. The category is dominated by Stella Artois whose closest rival is Scottish Courage’s Kronenbourg 1664 beer brand.


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