Get ready to waste a lot more tiny little plastic cups. SABInBev has joined forces with Keurig, the K-Cup coffee company with the intent of creating an “in-home alcohol drink system”.
Considering that the Keurig for soda aka “KOLD” went the way of the dodo and American democracy, I wonder why the company would leap back into a pool that even wasteful consumers rejected.
If they felt it was too hard to put a plastic cup into a machine when they could buy the same soda pre-mixed, who does SABInBev think will buy a beer or ____-A-Rita cups. And dear Lord on high, the taste of whatever came out would be atrocious (or as people euphemistically say, “consistent”.
But press on they will as they combine to “build on the Keurig KOLD technology and system innovations and AB InBev’s brewing and packaging technology, and evolve them within the realm of the full adult beverage category.” Notice, no mention of flavor in that lawyer-y bit of gobbledegook.
Another fun note, the “KOLD” sold for north of $350.00. I imagine an alcoholic version would have to retail for that, if not more. Who is going to spend that on a machine that will probably gather dust on a counter?
But this is for future selves to ponder. Like the jet pack and hover board, it is not a reality yet.
