Home Draught is filled with 10 pints of beer and has been designed to fit into fridges “for the perfect pint at home”, according to the brewing giant.
The new format will be available in three of Molson Coors’ brands – Carling, Coors Light and Grolsch – in selected Morrisons, Sainsbury’s, Makro, Booths and Spar stores from June.
A new production line has been built to bottle the three Home Draught brands in Molson Coors’ Burton on Trent brewery and 36 jobs have been created to support it.
Chief executive Mark Hunter said: “Home Draught is one of the most innovative products we’ve created and demonstrates our commitment to the off-trade market as well as championing our consumers' experience of beer at home, despite tough economic times.
“We’ve invested £8 million in this launch and fully believe it will reinvigorate the in-home beer market, helping to build the beer category and give a massive boost to the in-home beer industry as a whole.”
Molson Coors says a miniature CO2 cartridge keeps the beer “tasting fresh for 30 days after opening and delivers a consistent pour”.