Just drops of OnTap will lend a craft-beer taste to any domestic light lager, according to CEO Solie Swan. One bottle of OnTap, which retails at $3.99, can change the flavor profile of 18 standard 12-ounce beers.
"It's roughly a third cheaper" than the average craft six-pack, Swan said.
OnTap offers two flavors, Pale Ale and American Ale, but while the sales pitch says "craft beer," Swan said the craft beer aficianado isn't necessarily his target consumer. Rather, OnTap is looking for 21- to 34-year-olds who regularly drink domestic light lagers but may be ready to try something else.
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"We hope to reach 1 percent of the market that's buying the 100 million barrels of domestic beer every year," Swan said. "If we can reach 1 percent, it will put us somewhere in the $35 million to $40 million range."
This type of item has been used with nonalcoholic beverages. MiO, which Kraft Foods launched in 2011, has been a huge success as a flavor additive for water, with media reports suggesting sales of more than $200 million. Kraft plans to follow-up with a similar product under its Crystal Light brand.