Heineken ice-cold
Winter 2007
AMSTER
ICE XPE
order to keep warm. Most patrons come to the bar to kick off an evening
out on the town with a quick beer, while others stick around to enjoy the
unique, sub-zero atmosphere. "While it gets pretty cold after a while, to be
surrounded by 60 tonnes of ice isn't something you experience everyday,"
says Hunsel with a smile. "Once people come inside, they often hang
around for a half hour, maybe 45 minutes."
In order to keep Xtracold's ice fresh, the entire structure is thawed out and
rebuilt twice each year. Every three or four months, the icebar's theme is
also changed, reflecting not only the time of the year (such as Christmas
or Valentine's Day) but also to reflect contemporary social issues, such as
the environment. "New ice sculptures, designed and carved by local and
international artists, are one of the ice bar's highlights," say Hunsel. "At the
moment we have a sculpture of Marilyn Monroe."
Heineken Extra Cold was introduced in the Netherlands at an exclusive
launch event at the Xtracold Amsterdam Lounge and Icebar on 3 August
last year. Heineken Extra Cold beer is served at zero degrees Celsius using
a specially designed beer column, coated with a layer of ice.
"Research and experience have shown that many consumers prefer
their beer at colder temperatures, particularly when they are drinking it at
a bar made entirely out of ice," Hunsel says. "Drinking a Heineken at an
ultra low temperature, instead of a regular Heineken, further enhances our
customers' ultimate ice experience."
DAM:
RIENCE
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