S&N trials keg for Foster's lager

16 October, 2007

Scottish & Newcastle is trialling Foster’s Super Chilled Keg – a 13.1-litre keg format for its top-selling lager brand.

The keg chills the beer in 60 minutes and stays cool for at least 12 hours, according to S&N.

The keg is being sold for £50 through a dedicated website – www.fosterssuperchilledkeg.co.uk. Orders can be submitted through the site, and collected from points of sale across the UK.

Eight branches of Makro cash and carry – Charlton, Croydon, Edinburgh, Enfield, Manchester, North Acton and Rayleigh – are listed as pick-up points for keg orders.

Mark Gerken, off-trade sales managing director said: "S&N UK is currently trialling a new innovation, a Foster's Super Chilled keg, which aims to further deliver the quality 'at home' experience for the off-trade.

"We will soon be able to review the outcome of the trial, which is currently being held in selected wholesale outlets across the UK, in order to determine our future plans for the product."

The keg uses zeolite, a mineral that produces ice when put under a vacuum, to chill the beer. S&N’s website explains: ‘During the self-chilling process, the Zeolite is in contact with a water deposit inside the keg that freezes immediately, chilling the beer to about 3°C. The beer is totally isolated in a separate deposit.’ The outer keg gets hot as the beer inside is chilled.

Both Heineken and Carlsberg have launched keg products this year. Heineken launched 5-litre DraughtKeg in June, while Carlsberg launched the latest version of its DraughtMaster dispense system in September.

S&N withdrew a previous Foster’s keg product – CoolKeg – in 2004.

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