By James Atkinson
The Tap King draught beer at home product is just the first in a number of innovations Lion is bringing to the market to reinvigorate the beer category, according to the brewer's marketing manager, Matt Tapper.
Tapper told TheShout Tap King is targeted at the "at home occasion", and he hinted that Lion may be working on other products targeted at the on-premise.
"It's a sign of things to come, in terms of us stepping beyond innovation at a brand level and increasingly investing in innovation in a way that surprises and delights the broader beer category," he said.
"Tap King's for the at-home occasion and there will be other big pieces of innovation that will focus on other occasions. I think it's important that we act and invest in a way that gets beer into growth."
As debate about Tap King continued today on TheShout, Tapper said Lion can understand the on-premise sector's concerns about the product, but Tap King will not change the relationship that Australians have with their local pub, bar or club.
"I can say that with real confidence," he said.
He also responded to scepticism about Tap King's ability to deliver a genuine draught beer experience.
"The product that's going into Tap King is flash pasteurised, that's consistent with how we brew and pasteurise beer that goes into our kegs," he said.
The dispenser is designed to fit in the fridge, which Tapper acknowledged is a "competitive environment" in many Australian homes.
"But Tap King is incredibly compact, it's amazing how well it fits and how little space it takes up. It's designed for a medium sized to smaller fridge."
Six Lion beers will initially be available in Tap King, and Tapper said the brewer is keeping an open mind about the possibility of adding more SKUs in the future.
Lion says the dispenser unit and bottles will be available from "later this year" at major liquor retailers nationally.
For mine this is really good. If it had my beer in it, I would buy them. At clubs who sell my beer they buy 50ltr kegs for $120 from the wholesaler. They charge $4 per every schoner with around 150 schoners per keg. This means that after selling 30 schoners only, they have covered their cost. And with another 120 schoners left to sell, they make $480 per keg. And some pubs will sell in the order of 6 to 8 kegs at least a week. And I know of beer prices in my areas as high as $5 per schoner, so perhaps everyone, publicans included, should take another look at the problem.
And for mine the issue is will these keep people away from pubs? My answer is no: they are social places. But it would be great to have these kegs for your home bbq, would it not?
Regards, Michael
They cover there costs for $120? You have no clue
Your figures are all wrong. Bulk kegs are $210 minimum. 117.5 schooners in a keg. Staffing, Refridgeration cost, general overheads.. There is not a lot left. I’m a publican.
Haha get a clue Michael. Keg of standard beer (49.5L) costs over $233 to the venue. 117 schooner per keg. Then there’s wages, security, electricity, insurance etc. Where do you think the money comes from to pay for these?
Tap Kimg is when you come home from work after a hard day, you are tired and you just want a nice FRESH cold beer…
Pub is where you go to have a laugh, some banter with your pals and beer…
See?
Different occassions…
HOME – never intended on the pub.
PUB – am going out for a few laughs with my mates…
3 Litre kegs – 8 Schooners…
Lot of effort to go to for a ‘tap quality’ beer.
And at $30 a pop, that ads up to $90 a case for XXXX.
No thanks.