They are not aiming at us whatsoever as I think their timing is bang on be it inappropriate due to the pandemic where there have been thousands of others sitting at home and not venturing out to the pubs to grab a beer.
Even at the start there were a few publicans converting vans for deliveries of freshly poured pints to the doorstep and this is were the cunning ploy is where people those who want simplicity, less fuss and don't need to venture out and of course it will be "Fresh" be it young. Times have changed so people will adapt to suit their needs.
This is purely my opinion.
Yeah, this is just a way to market the good old extract kit at people who don't already home brew. I went to their actual site, and I'm not even sure that the extract packs include yeast, as it says you have to add this.
Basically seems to be an FV, with some kind of built in filtration, and a tap with a big handle, and means to screw in the extract pack or something. Not Nespresso for beer at all, as Nespresso machines use ground coffee, so still produce real coffee. It's more like instant coffee (sorry folks, you know how I feel about extract kits, I tried them loads back in the beginning, and hated the stuff they produced, it was barely beer when I used them.) from a maxpax machine. lol
I don't have any issue with products like this, there are folks out there who will embrace it I'm sure, like the Mr Beer in the US (is this not similar in fact?). It may even prove to be a step on the ladder into the hobby for some folks, like mead and country wines were for me.
As to Fresh beer, I have a delicious Grapefruit IPA, galaxy/mosaic/citra/simcoe pale ale and now an orange infused cascade pale ale sat in my kitchen that yeah definitely say there's another way to make your own fresh beer...
We're been put on "not a local lockdown" from tomorrow though, so nobody can come to my house and enjoy them with us sadly.... lol