Molson Coors (UK) launches Home Draught system
£8million off trade investment to deliver the perfect pint at home
Molson Coors (UK) today announces the UK launch of Home Draught, an innovative draught beer system filled with ten pints of beer that fits easily into the fridge for the perfect pint at home.
Home Draught will be available in three of Molson Coors’ flagship brands – Carling, the UK’s number one beer, Coors Light and Grolsch in selected Morrisons, Sainsbury’s, Makro, Booths and Spar stores from June 2010.
Through the development of Home Draught, the first truly global Molson Coors innovation, Molson Coors aims to reinvigorate the off trade beer market and introduce a new category to help build the in-home beer industry, both in the UK and around the world with a great new format, available across multiple brands.
A brand new production line has been built to bottle the three Home Draught brands in Molson Coors’ Burton on Trent brewery and 36 additional jobs have been created to help support the innovation.
Speaking about the launch, Mark Hunter, CEO of Molson Coors (UK), comments: “Home Draught is one of the most innovative products we’ve created and demonstrates our commitment to the off trade market as well as championing our consumers experience of beer at home, despite tough economic times.
“We’ve invested £8million in this launch and fully believe it will reinvigorate the in-home beer market, helping to build the beer category and give a massive boost to the in-home beer industry as a whole.”
The company says that the Home Draught system’s innovative miniaturised CO2 cartridge keeps the beer tasting fresh for 30 days after opening and delivers a consistent pour, meaning the last pint tastes as great as the first.
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