Heineken UK is rolling out its five-litre Heineken DraughtKeg to all trade customers following its initial launch into selected outlets last summer, and new listings include Booker, Nisa-Today’s, Costcutter and Spar.
Chris Duffy, Heineken UK’s customer marketing controller, said: “When we launched Heineken DraughtKeg last summer, we restricted availability to one customer in each key trading channel – Sainsbury’s, Thresher and Makro – as we wanted to monitor the performance in each sector before going to a full roll-out of the new pack format.
He said it had done well in all trading channels, particularly in the run-up to Christmas, and the roll-out would be supported by in-store POS, added value in-store promotions and advertising.
The Heineken DraughtKeg is a stand-alone draught beer system that dispenses draught lager directly from the keg, delivering an average of 17 half-pint glasses of continental draught beer. An integrated CO2 cartridge system keeps the beer fresh and under pressure for up to 30 days once opened. The Heineken DraughtKeg has a recommended retail price of pound;13.99 in the convenience sector. Each outer contains two five-litre kegs.
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