Beverage packaging: Coors Light expands distribution of Home Draft system

After successful testing in limited markets, Coors Light has announced expanded distribution of its new Coors Light Home Draft system, allowing legal-drinking-age consumers to literally 'tap the Rockies' and enjoy draft beer from their own refrigerator.

The Coors Light Home Draft system is CO2 pressurized, providing 16 12-ounce pours of real draft beer. With more than one-third of legal-drinking-age consumers preferring draft beer over bottled or canned beer, this package provides a true draft beer experience, delivering a consistent smooth pour with minimal foam. It fits perfectly inside your fridge and stays fresh for up to 30 days.

"We know consumers are increasingly looking to make their lives more convenient and we believe enjoying 'refreshment as cold as the Rockies' should be an easy thing," said Rick Gomez, vice president of marketing for Coors Light. "Now beer drinkers don't have to mess with opening a bottle or can of Coors Light and then pouring it into their glass. They can just open their refrigerator door to get a real draft beer experience."

The expansion of the Coors Light Home Draft system, following a successful test of the new package in summer 2009, is being supported with TV advertising, retail merchandising and public relations. The new package will be available primarily in convenience and grocery stores. The approximate retail cost is $20. More information can be found at www.CoorsLight.com.

Coors Light Home Draft currently is available in Florida, Illinois, Kentucky, Michigan, Ohio, Texas and Wisconsin. Additional markets will be added in the months to come.

SOURCE: MillerCoors

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