Product: Beer Be Quick
Company: Rectella International
Launch date: May 2006

The idea for home brew kit Beer Be Quick stems from the concept of instant barbecues and has been developed with the aim of shaking off home brewing&'s stuffy image.
Developed by the maker of barbecue brand Bar-Be-Quick - Rectella International - the newcomer is a
30-pint barrel bag with ready-mixed brewing syrup inside. It allows consumers to create their own beer by just adding water.
&"Home brewing is casting off its 1970s student image and is coming bang up to date with Beer Be Quick,&" said marketing manager Caroline Hoare. &"It follows on from the concept of our instant barbecue - it is simple and straightforward to use and takes just 10 minutes to set up.
&"The bag can be thrown away after it has been used and the consumer can start the brewing process again with a new pack.&"
The £24.99 kit, which has a specially designed tap to allow the pint to be poured straight into a glass, will produce beer drinkable for at least six months, creating pints which work out at 80p each.
&"Beer Be Quick is different in that it makes 30 pints in 21 days. All you need to do is add water - no other brewing equipment is required. It is simple, easy to use and cheaper than a pint at the pub,&" said Hoare.
It is targeted at a new generation of beer drinkers, many of whom will never have tried home brewing before, but who the company is confident will be attracted by the &"fun, quality, speed and value&" of brewing their own.
The company expects Beer be Quick to clock up sales of £0.5m in its first year, with sales boosted by the predicted boom in beer drinking over the period of the World Cup this summer.
&"This year is going to be a big one for group social events because of the World Cup and the rise in popularity of outdoor entertaining,&" said Hoare.
So far the kit has achieved listings in &"a number of independents as well as a cash & carry retailer carrying the product throughout the UK&".
To raise the profile of the brand, Rectella is supporting Beer Be Quick with a campaign in lifestyle publications aimed at changing the nature of home brewing.