DraughtKeg:
extraordinary success
established its first advertising campaign in
France, while Cruzcampo® Shandy in Spain
and Birra Moretti® Zero are creating new
opportunities.
The Fit2Fight programme was implemented in the
region and we are confident that this programme
will further improve profitability and will support
long-term growth.
The proposal of the European Union for the
harmonisation of excise duty levels across the
region is still being discussed. Heineken supports
an equal treatment of beer in comparison with
wine and believes that excise duty on beer -
where wine is not taxed - leads to further
unfair competition.
DraughtKeg was introduced in France in April 2005 and
the one-way BeerTender version in October 2006.
The DraughtKeg is a 5 litre C02 pressurized keg with a tap.
The consumer chills the keg and then simply clicks on the
easy-to-install tap tube to draw a fresh draught beer. Our
unique and patented carbonator pressure unit inside the
keg releases C02 to keep the pressure at 1 bar. This allows
for a crisp quality beer with the right head of foam and the
right 'bite'. The DraughtKeg stays fresh for 21 days after first
tapping, right down to the last glass. On average, 20 glasses
can be dispensed.
The DraughtKeg is now available in 54 countries around the
globe, proving an extraordinary success. It is exclusively used
for the Fleineken brand.
With the new one-way BeerTender technology, the DraughtKeg
can now be used as a keg for our BeerTender appliance as
well. The new system was introduced in the French market
for the first time.
We are more than tripling our manufacturing capacity in order
to meet the high consumer demand. The new filling line will
be up and running in the first half of 2007.
Principal brands
Our principal international brands are Heineken
and Amstel. Heineken is positioned as a premium
brand, except for the Dutch market and Amstel is
positioned in the mid-priced mainstream segment.
Heineken N.V. 0"7
Annual Report 2006 I