Apparently, the only beer that’s doing well right now is beer cloaked in distracting, gimmicky packaging. Most domestic beer sales are down–save Coors Light, which is attracting drinkers by making a bottle that turns blue when it’s cold. Because that is easier than reaching out and touching the bottle to see if it’s cold.
Anyhow, Miller Lite is trying to climb out of its slump, so the company is testing a “home draft system,” a.k.a. beer in a box. A spokesperson told The Wall Street Journal that beer in a box is best for when “you just got back from work and want to reward yourself.”
The box contains 1.5 gallons of beer, and stays fresh for 30 days. It costs about 15 percent more than the equal amount of beer in cans, which calls into question whether or not it’s really a stellar recession idea. Then again, you can drink as much as you want, without those pesky cans trumpeting the fact that you’ve had five beers.
Related: Beer in a pouch
This article from the Village Voice Archive was posted on July 29, 2009