Beer Companies Testing “Keg In The Fridge” Concept
St Patty’s Day is still eight months away, but we’re all drinking green beer. Well, that’s the way it seems, as more and more beer companies broaden their sustainability initiatives. In the past year, we’ve done a number of posts on the trend (including MolsonCoors being named #1 most socially responsible brewer, MillerCoors providing beer-made ethanol to power vehicles at the DNC, an Anheuser-Busch brewery getting 55% of its power from landfill biogas, and more). The trend du jour in beer packaging…the mini fridge keg. MillerCoors, for example, has begun testing the sale of $20 “Home Draft” system. They don’t seem to be marketing this as part of their green strategy- appropriately- but are their some distinct environmental benefits?
The 1.5-gallon recyclable “Home Draft” (Miller Lite and Coors Light) is being tested in places like Dallas, Phoenix and San Diego. Much like Heineken‘s 5 liter (1.3-gallon) DraughtKeg, which enjoyed an enthusiastic welcome but has since been scaled back to holidays and special occasions, the Home Draft fits in the fridge, keeps beer fresh for about 30 days and sells for about 15% more than the 18-pack equivalent.
Is it intentionally eco-friendly? No. But it effectively reduces packaging waste by encouraging multiple uses before being recycled. It just might save C02 emissions from the car trips you would have otherwise made to the local bar (not to mention the risk of a dumb and wobbly drive home).
Regardless, it’s an interesting trend to watch, as other brewers roll out their own premium fridge keg. Earlier this summer, Heineken launched it’s Newcastle Brown Ale in draughtkeg form.
In case you missed it, here’s a weird and compelling spot about the DraughtKeg from Heineken.