MillerCoors Tests Market For Draft-Beer Box

  • Playlist
  • Download
  • Embed
    Embed <iframe src="http://www.npr.org/player/embed/111359281/111359264" width="100%" height="290" frameborder="0" scrolling="no">
  • Transcript

U.S. brewer MillerCoors is testing sales of what it calls "Home Draft." It's a 1.5-gallon box of Miller Lite or Coors Light that fits into the refrigerator. The beer stays fresh in the box for 30 days. The Wall Street Journal reports the box sells for $20.

STEVE INSKEEP, host:

Tonight's gathering comes as beer sales - including those of Bud Lite, by the way - lose their fizz. Beer makers are coming up with all kinds of new packaging to entice beer drinkers back. And our last word in business today is beer in a box. MillerCoors, the second largest U.S. brewer, is test marketing what it calls Home Draft. It is a one-and-a-half gallon box of beer - sort of like a box of coffee - designed to fit inside refrigerators. It's aimed at beer drinkers who prefer draft beers. And we're told you do not have to guzzle the whole box right after buying it because the beer allegedly stays fresh for 30 days. This might even appeal to environmentalists; the Wall Street Journal says the box is recyclable.

And that's the business news on MORNING EDITION from NPR News. I'm Steve Inskeep.

LINDA WERTHEIMER, host:

And I'm Linda Wertheimer.

Copyright © 2009 NPR. All rights reserved. Visit our website terms of use and permissions pages at www.npr.org for further information.

NPR transcripts are created on a rush deadline by a contractor for NPR, and accuracy and availability may vary. This text may not be in its final form and may be updated or revised in the future. Please be aware that the authoritative record of NPR’s programming is the audio.

Comments

 

Please keep your community civil. All comments must follow the NPR.org Community rules and terms of use, and will be moderated prior to posting. NPR reserves the right to use the comments we receive, in whole or in part, and to use the commenter's name and location, in any medium. See also the Terms of Use, Privacy Policy and Community FAQ.