Stella Artois has rolled out its five-litre Mini Barrel format nationally after a successful trial with Tesco last year.
Interbrew has hailed the innovation the greatest invention the industry has seen since the widget and, despite its £15.99 price tag, hopes consumers will be drawn to the convenience and quality it believes the barrel offers.
Steve Kitching, MD of take home sales at Interbrew UK, said: "The positive consumer reaction to the concept proves that true innovation can drive the value of the beer category.
"The changing take home consumer wants more quality and is prepared to pay for it ­ a fact that has been underlined by the successful test launch."
Interbrew said it would focus on increasing consumer sampling to drive understanding about the barrel concept.
Posters and on-shelf leaflets will also be available.

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