Foster's is bidding to jazz up the home drinking experience with a self-dispensing 35-pint keg.
Costing £49.95 ­ less than £1.43 a pint ­ the CoolKeg format has the added advantage of a self-cooling system which promises cold beer within 60 minutes of being activated.
The keg, which is initially being trialled in selected off-trade accounts in Brighton, works because of a natural reaction between the mineral zeolite and water, which are both contained in separate layers in the the keg's lining.
Once the keg has been chilled to 6 C, it remains cold for up to 12 hours without the need to be stored in the fridge, making it ideal for barbecues, said the brewer.
Consumers will have to pay a £30 refundable deposit for each keg. Each is returned to the brewery to be refilled before going back into the supply chain.