Home-brew machines ‘hopping off shelves'

14th January 2005, Comments 0 comments

14 January 2005, BRUSSELS – InBev, the Belgian brewer of Beck’s and Stella Artois, has vastly underestimated the popularity of the home-beer pump it has jointly marketed with Dutch company Royal Philips Electronics, it was reported Friday.

14 January 2005

BRUSSELS – InBev, the Belgian brewer of Beck’s and Stella Artois, has vastly underestimated the popularity of the home-beer pump it has jointly marketed with Dutch company Royal Philips Electronics, it was reported Friday.

"The demand has exceeded the supply," a spokesman for the Leuven-based brewer formerly known as Interbrew was quoted in the Belgian press as saying.

The devices, which brew Jupiler and Stella beers from custom-fitted, 6-litre kegs, were apparently so popular that several retailers have sold their entire stock.

The machines retail for about EUR 200, and refillable kegs cost about EUR 15 (plus an initial EUR 5 security deposit).

InBev claims the beer is made at an optimal 3 degree Centigrade temperature.

Retailer Carrefour reportedly sold about 1,200 of the cappuccino-machine-like appliances within a three day period.

It has promised to get more on its shelves soon for Homer Simpson wannabes and others who dream of brewing their own beer at home.

[Copyright Expatica 2005]

Subject: Belgian news


 

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