Heineken is pinning hopes for its DraughtKeg format on a good summer and the rugby this year as it rolls out the concept across the off-trade.
The brewer's five-litre mini-keg offer, launched last summer, was initially available in Sainsbury's, Thresher and Makro but following a successful trial period it will be rolled out retailers including Waitrose, Morrisons, Booker and Spar.
"When we launched the format we restricted availability because we wanted to monitor performance in each key trading channel," said Chris Duffy, UK customer marketing director at Heineken.
"With the final rounds of the Heineken Cup coming up next month and in May, and providing we have a good summer this year, the onset of the barbecue season will pick up following that so we wanted to extend distribution of the DraughtKeg now," he added.
The roll-out will be supported with a spring advertising campaign, in-store promotions and PoS.