Alert: Packaging World now enhanced for the iPad and iPhone. Watch a quick video preview
 
Download this free, 80-page Food Safety Playbook jam-packed with strategies for success, best practices, how to ensure compliance with FSMA, and pitfalls to avoid. Written specifically from a packaging perspective  Learn more >>
 
Article |

Test dispenser eyes undertapped home draft beer niche

MillerCoors tests consumer interest in at-home dispensing system.
Print Reprint
FILED IN:  Applications  > Beverage  > Beer
     

MillerCoors LLC is testing consumer interest in a $20 draft-beer at-home dispensing system as the beer industry as a whole struggles for market share amid slow growth and voluminous competing brands.

MillerCoors is gauging beer drinkers’ reaction to a 1.5-ga “Home Draft” system for its two main brands, Miller Lite and Coors Lite. Test markets are Denver, CO; San Diego, CA; Phoenix, AZ; Columbus, OH; and Tampa, FL.

The system, designed for use in the refrigerator, consists of a plastic bottle with a dispenser screwed onto the bottle. The dispensing system is marketed in a branded e-flute corrugated carton that bears a die-cut window so consumers can see the tap system. However, the carton detaches along a perforated cut to make the dispensing system ready for use, confirms Julian Green, MillerCoors spokeswoman.

Green notes that minimal bottle shifting can occur inside the carton but that “piggybank” feet on the bottle help to keep it upright.

Home Draft is being marketed to “key beer drinkers that prefer the taste of draft beer” instead of beer sold in individual bottles and cans, Green says.

Consumers will pay a premium for the convenience of Home Draft. The beer costs about 15% more per ounce than for an equivalent 18-pack of beer, but MillerCoors believes an undertapped market exists for dispensing real draft beer in the home.

“Thirty percent of consumers state that draft beer is their preferred way to drink beer,” Green explains. “We believe consumers will be willing to pay for the innovation that brings the taste of real draft beer at home and stays fresh for up to 30 days, unlike other draft packages meant to be consumed in one sitting.”

Comments(0)

Add new comment

ADVERTISEMENT
E-BOOK SPECIAL REPORT
42 Best Package Designs
Sign up to receive timely updates from our editors and download this e-book consisting of our editors' picks of most notable package designs. Updated for 2014!
x

 

Newsletters
Don’t miss intelligence crucial to your job and business!
Click on any newsletter to view a sample. Enter your email address below to sign up!
GENERAL INTEREST

New Issue Alert

Packaging World Magazine

eClip

Breaking packaging news

Packaging Insights

Pertinent packaging issues

On the Edge Blog

Workforce Development

PACKAGE DESIGN/
DEVELOPMENT

Greener Package

Sustainable packaging

Shelf Impact

Package design strategies

Each newsletter ranges in frequency from once per month to a few times per month at most.