Heineken marketing manager Piya Smuthkochorn, left, poses with the new 5-litre keg of draught yesterday.

"We have timed the launch to coincide with the upcoming festive season and are using the theme: 'Heineken Draught Beer brightens parties anytime, anywhere'," marketing manager Piya Smuthkochorn said.

The 5-litre keg is aimed at people who want to enjoy draught beer "wherever they are and whenever they are with a group of people", he said.

"We test-marketed Heineken Draught 5-Litre Keg last year by importing 1,000 kegs and they were completely sold out in only two weeks. Their high popularity encouraged us to make the 5-litre kegs available to consumers this year," he said.

Heineken has a 93 per cent share of the premium beer market, which accounts for 8 per cent of the Bt95.8-billion domestic beer market, he said.

According to a survey, about 75 per cent of beer is consumed at home and thethe rest in hotels, restaurants, pubs and other venues.

The 5-litre keg is a lightweight metal container with a compact distribution tap that can fill up to 28 glasses. After chilling to 2-5 degrees Celsius, the keg's tap can be pushed to serve the beer, which will stay fresh for 30 days after opening.

The new kegs are sold at leading supermarkets and hypermarkets as well as upscale restaurants, pubs and bars at a starting price of Bt960.

Heineken Draught 5-Litre Keg is available in North America, Europe, Australia, Taiwan, China and Hong Kong.