A Heineken-branded mini-van will tour the country giving consumers the chance to sample the five-litre DraughtKeg, which has a carbon dioxide lozenge to keep the beer fresh and give it a continental-style head when poured.
The van will travel to major train stations and shopping centres across the UK, including in London, Bristol, Birmingham and Manchester.
Customer marketing controller Chris Duffy said: “The Heineken DraughtKeg is the perfect format for parties and barbecues, and is set to be a great seller during the Rugby World Cup next month.
“This experiential campaign has been developed to raise visibility of this innovative new format. Over the next two months, thousands of consumers will have the chance to test out and, importantly, taste the quality of the new DraughtKeg, and we’re confident they’ll be seeking out the keg in-store soon.”
The keg is currently on sale in Sainsbury’s, Threshers and Makro.