Boddingtons hopes to bowl drinkers over with the roll-out of its draft barrel format.
Brewer Interbrew is splashing out £4m to boost the
nationwide launch, which is aimed at offering consumers the experience of pulling a pub quality pint at home.
The Grocer first revealed details of the innovation last year when it went on test in a handful of accounts (November 15 2003, p64).
The five-litre packs, which cost £13.99, will be backed by a spring advertising campaign.
The draft barrel has also proved a hit for Tennent’s which is going into the format in Scottish stores.