MillerCoors tests beer-​in-​a-​box packaging in US

While beer consumption slows in the recession, with many consumers switching to cheaper brands or simply drinking less, some brewers are turning to packaging innovation to revitalise sales. In the US, Chicago based MillerCoors is testing a $20 draft beer-​in-​box system, designed to fit in a refrigerator.

The new “Home Draft” beer-​in-​box pack contains 1.5 gallons, equivalent to 16 bottles, of either Miller Lite or Coors Light and is aimed at drinkers who prefer to stay at home to enjoy their favourite beer brands.

It is reportedly being tested in selected cities, including Dallas, Phoenix, and San Diego, before a predicted full national roll-​out this autumn.

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