Poor sales have led Lion to cease processing and packaging its Tap King at-home draught beer delivery system.
Tap King was jointly developed to help counter declining beer sales, and was the result of two years of research and development.
Lion installed special processing and packaging lines at its Tooheys brewery in Lidcombe to create the flash pasteurised draught beer products.
Six Lion beers, XXXX GOLD, Hahn SuperDry, James Squire Golden Ale, James Boag’s Premium, Tooheys New and Tooheys Extra Dry, were packaged for use in Tap King when it launched in June 2013.
The system was created to capitalise on the trend of socialising in the home. Lionel Richie's 1980s hit ‘Hello’ featured in the $5 million advertising campaign for Tap King. The ad saw Richie, with the help of his Tap King, serenading a beer-deprived Aussie guy from the inside of his fridge.
Tap King was launched in June 2013. It included a fridge-friendly dispenser and 3.2L recyclable bottles, which were sold in twin packs.
Lion explained in a statement on Friday why it had decided to discontinue 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.
"We recognise this will disappoint our loyal Tap King fans, and we will be communicating the decision to them proactively today."
Lion posted the following message last week on Facebook:
“IMPORTANT NEWS: FAREWELL TO THE TAP KINGDOM”.
“It is with a heavy heart that we must announce the end of the Tap Kingdom. The pleasure of draught beer at home was enjoyed by many, but unfortunately the time has come to discontinue Tap King and bid thee farewell.
“Since launching Tap King in 2013, we have appreciated the unwavering loyalty of our Kings and Queens.
“However, ultimately sales have not met expectations and the Royal Council has had to make the most difficult of decisions and stop supplying stockists. We recognise this will disappoint many of you which we greatly regret, but we hope you will always remember your Tap King experience most fondly.”
