Corrugated draught beer

PAPER-BASED PACKAGING manufacturer Smurfit Kappa has worked with brewer Molson Coors to launch what it describes as ‘the biggest innovation in the beer category in over a decade’.

Smurfit Kappa UK has designed and manufactured the corrugated cardboard outer packaging for Molson Coors’ (UK) new Home Draught, a draught beer system filled with ten pints of beer that fits easily into the fridge for the ‘perfect’ pint at home.

The launch of Home Draught signals an £8million off trade product investment by Molson Coors (UK), geared towards improving the in-home beer experience for consumers and adding long term value to the beer category for customers It’s now available across three of Molson Coors key beer brands – Carling, Grolsch and Coors Light.

John Talbot, sales director at Smurfit Kappa Northampton said: “Molson Coors (UK) is already a valued customer of Smurfit Kappa so we were delighted when it approached us with the brief for Home Draught. This product is set to transform the way people enjoy a beer at home and the Smurfit Kappa design team in Northampton really rose to the challenge that was set them by Molson Coors (UK).

The key requirement was that the outer packaging was intuitive and that customers understood the concept at the point of purchase. For many customers the outer packaging would be their first contact with the product so it was vital the information and messaging on it was clear and easily understood. Our challenge was to develop packaging which would help the customer understand quickly how the product worked – and ultimately help Molson Coors (UK) drive sales.”

Smurfit Kappa’s outer pack design includes a cut-out section so the customer can clearly see the Home Draught beer keg on the inside. Fitments also had to be designed to hold the beer keg in place in the packaging. The six–colour pre-printed pack also features a striking graphic to grab consumer attention.

David Ford strategic sourcing manager at Molson Coors (UK) said: “Home Draught is a big hit with consumers already and we 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.

“This is a major investment for Molson Coors and Smurfit Kappa has played a vital part in its development with their cutting edge packaging design. It’s been crucial to the success of the launch of Home Draught and is helping us to raise awareness and sales of this exciting new product.”