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July 31, 2021

Would you pay a little extra for home draught beer kegs?

By Jason Buckland, Sympatico / MSN Finance

Everyone knows white trash when they see it.

They can be spotted at weddings in short-sleeve dress shirts and sneakers, in the trailer giving their kids a lesson in household adhesives, or in feet-deep mud holes showing off a glowing affection for pick-up trucks and the Confederacy.

Of course, one of the finer white trash delicacies is sipping a fine merlot. From a box. Tacky? That’s your opinion, but it looks like we all might have the chance to get our booze from a carton soon, redneck or not.

In the footsteps of the wildly popular Heineken mini-draught kegs, MillerCoors is testing out its own line of home draught units for its biggest brands – Miller Lite and Coors Light – in a few U.S. cities.

The 1.5-gallon (a little over 5.5 litres) kegs will come in a box and are designed to fit right into your fridge. Unlike its Heineken counterparts, the MillerCoors kegs are “for drinkers to consume periodically, rather than for one-time party use,” according to the Wall Street Journal.

(If you keep the box upright, MillerCoors says the home draft systems can keep its beer fresh for about 30 days.)

The move comes as major North American brewers get creative to boost flat sales, but I have to admit, the new packaging initiative sits pretty well with me.

There is the issue of price, sure, as the price-per-ounce of the new mini kegs is about 15% higher than for an 18-pack of the same beer.

But there is a target audience the brewers are after here. MillerCoors’ chief marketing guy tells the WSJ that about 30% of beer drinkers prefer draught to the bottled or canned variety, and I suppose it’s worth a shot that group will pony up extra dough for the mini kegs more often than not.

The question is, would you? So far, the mini kegs have received mixed reviews on the Internet; some love them, some spit on the idea, arguing, “I like drinking my suds from a cold bottle. Period.”

Yet draught beer is pretty damn good and, based on the Heineken kegs alone, you’d have to think this idea is going to stick. Would you pay the extra 15% for the draught beer luxury, scoff at the idea, or do you have the maybe-once-in-a-while, somewhere-in-between kind of thinking on this one?



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Gordon PowersGordon Powers

A long-time fund company executive, Gordon Powers now heads up the Affinity Group, a financial services consulting firm. Gordon was a personal finance columnist for the Globe & Mail for many years, has taught retirement planning...

Jason BucklandJason Buckland

The modern-day MC Hammer of money, Jason can often be seen spending cash that isn’t his with the efficiency of a Wilt Chamberlain first date. After cutting his teeth as a reporter for the Toronto Sun, he joined the MSN Money team with...