Lion calls time on Tap King as at-home draught beer struggles continue
The Tap King was launched in 2013
Kirin's Australian unit, Lion, has discontinued its draught beer system Tap King in another blow for attempts to induce consumer demand for at-home kegs.
Lion said last week that sales for Tap King failed to meet expectations despite it recruiting "many loyal followers". "We have chosen to focus our resources on our core portfolio and maintaining the most efficient supply chain possible," Lion said.
Tap King was launched in 2013 with brands such as XXXX, Boags, Tooheys and Hahn Super Dry, according to a Lion spokesperson. The range was then changed to craft beer, with James Squires Swindler, Chancer and 150 Lashes made available.
Some analysts have identified the at-home draught beer market as a potential next frontier for brewers as systems such as the Keurig and Nespresso found strong growth in hot beverages. However, factors such as cost and the difficulties of keeping beer fresh have so far dampened take-up.
Heineken launched the BeerTender in 2004 but it has since fallen by the wayside. In 2013, Heineken unveiled a new design called The Sub, which is designed to house a two-litre keg of beer with the Heineken, Affligem, Desperados and Birra Moretti Baffo d'Oro beer brands initially earmarked for use.
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The company, which owns brands such as Nova Schin and Devassa, has been investing highly in diversifying its portfolio to include premium beer. Its Baden Baden and Eisenbahn brands continued to perfor...
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