REAT SUPPLY OF DAVID'S INNOVATIVE DRAFT BEER TUBES
DRAUGHTKEG TAPS INTO INNOVATION
WHAT'S COLDER THAN COLD? ICE COLD
In over 65 markets
around the world,
the success of
Heineken's
innovative David
Dispense System
continues to grow.
Currently, over 45,000
installations are operational
worldwide, with more than 500,000 hectolitres
of draft beer being served using the David
system since its introduction in 2002.
The Disposable Beer Tube (DBT) is the heart
of the David innovation - a sophisticated one
way beer line which eliminates the need for
cleaning and preserves beer for 21 days after a
keg is opened.
The demand for DBTs is steadily increasing,
Following the success of David and Beertender,
Heineken launched its third portable tap system,
the Draughtkeg, at a special media presentation
in Paris in April this year.
DraughtKeg is an integrated, disposable tap
system that allows consumers to enjoy cold,
freshly drafted beer virtually anywhere - indoors
or out. The keg is lightweight and, when
prechilled to 5°C, it delivers a cold glass
of draught beer at the touch of a button.
Heineken's Executive Board Chairman, Thony
Ruys, says the DraughtKeg is another example of
the company's commitment to developing new
and innovative packaging. "As announced at our
breaking multiple supply records in May 2005. In
that month alone, Heineken Beer Systems
supplied 275,000 tubes, a figure which exceeds
the total amount sold during the entire first year
of David's introduction. This record quantity also
adds up to another milestone: 2.5 million DBTs
suppled since the launch of David.
2004 full-year results presentation, we are
investing an additional €100 million in marketing
and packaging innovation. We are delighted to
announce DraughtKeg, another innovative
breakthrough draught beer system."
In France, the DraughtKeg is already
generating much consumer interest and is clearly
more popular than other 5 litre 'gravity-flow'
kegs.
The DraughtKeg was launched in the USA in
May and is also performing well. In the space of
only six weeks, the product has achieved a 36%
market share in the Central Region (Chicago
area), double the figure of its nearest 5 litre
competitor.
Research and experience have shown that in
many markets, consumers prefer their beer cold.
A really cold beer is more refreshing, less bitter
and easier to drink.
To take advantage of this customer
preference for ice cold beer, Heineken has
launched the Sub Zero project, a range of
innovative cooling equipment which keeps beer
extremely cold, adding significant value to the
Heineken brand worldwide.
Innovative cooling equipment is a great way
to tap into the opportunities offered by cold
beer. Unlike conventional refrigerators, the Sub
Zero coolers maintain a temperature of about -2°C,
which is just above the freezing point of beer. In
a hot environment - such as warm climates or in
nightclubs - bottles kept in the Sub Zero fridge
develop a frosted layer. This appeals to
consumers, as it visibly communicates coldness
and extra refreshment.
"Communicating refreshment through the
perceived coldness of our product can trigger a
beverage purchase," says Han van Welie, Senior
Outlet Activation Manager, Corporate
Commercial Excellence. "This makes Heineken a
clearer choice in any given sales outlet. That is
why we strongly believe that there is a great
opportunity to work with the Sub Zero Project."
