Heineken has unveiled a campaign to boost take-home sales via its DraughtKeg system.
Posters featuring the strapline 'The new DraughtKeg. Get the head right and the rest will follow' will appear in major UK cities this week.
An online campaign will highlight the benefits of DraughtKeg for occasions such as BBQs and picnics, in the run-up to the Heineken Cup Final on 24 May. TV advertising will appear during coverage of the Champions League semi-finals.
Ads will also be displayed at railway and London Underground stations showing the three steps (chill, pour, enjoy) that the brewer claims are all that is needed to get a quality pint at home.
"We opened up availability of Heineken DraughtKeg to all retailers in February following a limited launch last year," said Chris Duffy, customer marketing controller. "DraughtKeg is ideal for mates who want a quality draught pint when they get together at home."
The five-litre DraughtKeg is available from Booker, Nisa-Today's, Costcutter, Spar and the multiples.