Australia: Lion decides to discontinue the production of its Tap King draft beer
In a land of beer drinkers, Tap King has failed to sell to Australians, Gold Coast Bulletin reported on January 22.
Lion has decided to turn the tap off, blaming poor sales for ending its two-year experiment with its 3.2-litre take-home beer casks and the unique tap system it sold to punters who wanted to spear their own mini-kegs in the comfort of their lounge or in the kitchen.
After launching the product in 2013 by using Lionel Richie in TV ads to croon “Is it me you’re looking for" whenever the fridge door opened, Lion has conceded that no, drinkers weren’t looking for the product.
Lion issued a statement through Facebook and in emails to customers, saying: “The pleasure of draught beer in the comfort of your own castle was enjoyed by many, but unfortunately the time has come to discontinue Tap King and bid thee farewell.
“However, ultimately sales have not met expectations and the Royal Council has had to make the most difficult of decisions and stop supplying stockists."
When approached on January 21 for further comment, Lion said only: “Lion has decided to discontinue its in-home draught beer system, Tap King. Since launch, Tap King has recruited many loyal followers, with over 70,000 fans via social media.
“However, ultimately sales have not met our expectations and we have chosen to focus our resources on our core portfolio and maintaining the most efficient supply chain possible.’’
The decision was a bombshell for Murwillumbah’s Chris Leslight, whose plans for Australia Day were thrown into chaos by the news.
“I’m shocked and utterly disappointed by this decision,’’ he said.
“I think they should have brought out more interesting beers in the range."
Tap King launched with XXXX, Hahn, James Squire, Tooheys and James Boag beers, but from mid-last year had ditched XXXX Gold, Tooheys and Hahn.
“I use my Tap King regularly and was looking forward to stocking it for Australia Day and having a few quite draught beers out of the fridge," Mr Leslight said.
“Now I’ll have to go out and get as many refills as possible before they run out. I don’t see why we Tap King owners should be punished for Lion missing the market."
The Tap King shock follows reports late last year that Australian Bureau of Statistics figures showed the average person was drinking fewer standard drinks of beer than they were in 2008, but wine consumption had grown. The ABS found the average person consumes 331 standard drinks of beer each year compared to 304 glasses of wine.
Gold Coast Publications beer editor Bob Anthony, who attended the launch of the Tap King beer dispensing system in Sydney in 2013, said Lion was convinced at the time that it would revolutionise beer drinking, bringing the draught experience to the home.
“I think the initial success was based largely on the novelty value of the system which always had a limited range of beers to choose from. However when beer drinkers started stacking up the cost of refills as against the cost of cartons of beer, the novelty soon wore off," he said.
In the end, going to the fridge to grab a stubby was more convenient and easy.
“Just like the French Revolution, the people turned against this and saw the demise of the King,’’ Anthony said. “The King is dead, long live the stubby!"
22 January, 2016
