Monday, August 03, 2009

Product innovation: Beer in a box

In a effort to raise sluggish beer sales Miller is test marketing a home draft beer system. Beyond the unique packaging innovation the strategy is clearly meant to drive increase consumption. The 1.5 gallon unit is small enough to fit standard refrigerators but large enough to be a big, obvious reminder that there is beer on tap waiting to be consumed.



WSJ: MillerCoors Tests a Draft-Beer Box for the Fridge

MillerCoors, the second-largest U.S. brewer by revenue, has begun testing the 1.5-gallon "Home Draft" for its biggest brands -- Miller Lite and Coors Light -- in about a half-dozen cities, including Dallas, Phoenix and San Diego. The boxed product, which is designed to fit into refrigerators for drinkers to consume periodically, rather than for one-time party use, comes amid packaging overhauls by the U.S. units of Heineken NV and Anheuser-Busch InBev NV.



6 comments:

g said...

Kinda like re-arranging the deck chairs on the Titanic.

Dear Miller,
New packaging won't change the fact that your product at best is undifferentiated from its American Light Lager brethren and at worst, sucks. Continued market share loss for you (and your brethren).

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