Could Bud Light K-Cups be coming soon to your home?
Keurig just announced a joint venture with Anheuser Busch-InBev, the beer conglomerate behind brands like Budweiser and Shock Top, to research and develop an “in-home alcohol drink system.”
While the announcement doesn’t elaborate much on what such a system might look like, it does say it will build off of the technology used in Keurig’s failed Kold soda machine and focus on beer, cocktails and other alcoholic beverages.
Keurig has been struggling for a while to break free of its reliance on home-brew coffee as consumers have lost interest in its signature disposable cups.
The company previously bet on the market for homemade soft drinks with Kold, which was discontinued last summer after its sales flopped.
Available pods for the Kold machine notably also included cocktail mixes for drinks like mojitos or old fashioneds.
In another failed bid, Keurig teamed with Campbell’s to sell soup pods that could be prepared in its coffee machines.
But whereas many analysts were skeptical about the appetite for DIY soda, market research suggests an alcohol-focused alternative might hold more promise. Consumers are increasingly opting to stay home and drink instead of hitting up bars and clubs.
The market for such a device also remains relatively clear of any major competition beyond a few scattered crowd-funding efforts.