Top 10 Mini Kegs 2018-2019
The category has a moving annual total of £20.3 million for 2018/2019 Source: IRI All Outlets w/e 27th Apr’19
The category experienced a YOY growth of 47.8% in 2017/2018 Source; IRI All Outlets Mar 18
The most recent Marstons Off Trade Beer Report is an interesting read, particularly for me as I have been promoting the virtues of our lovely 5 litre party kegs for years! (AKA mini kegs). From May 2018 to end of April 2019 the mini keg category has grown over 62%. Here is a bit of background to this success story and why more breweries are adding the mini keg to their off sales:
Where it all started…
European Malt Company first introduced the mini keg format to the UK market in 2000. European Malt secured the partnership with German manufacturer and inventor of the 5 litre party keg with integrated tap ‘Huber Packaging Group’.
It was a slow burner to start with, perhaps the drinkers of that time still could remember the pitfalls of the ‘Watneys Party 7’. Anyway, I digress; the point is, today’s drinkers are now seeking out ways to replicate the pub experience at home. The mini keg is the only pack format offering draught serve that you can purchase in supermarkets. You can also buy mini kegs direct from brewery shops throughout the UK.
Marstons 2019 Off Trade Beer Report
Here are a few snippets I have borrowed from the Marstons 2019 Off Trade Beer Report which you can download from Marstons website
One of the key driving factors of this category is that it offers the consumers a great experience. The mini keg is an attractive, eye catching container, recyclable and simple to use. The market is still young, with only 45% of lager drinkers having tried one. More recently, as you can read in my previous news post the mini keg can now also be used with draught cider
Mini kegs for the ‘occasion’: as a larger pack format there are certain peaks in the sales through the year. The main occasions to purchase this sharable container tend to be Christmas, Fathers Day, Summer BBQs and Sporting Events watched at home. It would be great to see supermarkets offering pre-chilled mini kegs so they are ready for use when taking to a friends party or barbeque.
For the producer, the opportunity to create brand awareness is immense. The printable area of a mini keg is 1500cm2! With crowded shelves vying for consumers attention I can think of no better package to catch the eye. The mini keg creates the perfect gift. Who wouldn’t want to receive a mini keg? #draughtbeeranywhere
Head of UK & Ireland Sales Beverage for Huber Packaging 5 Litre Party Kegs