Heineken TenCan - the world's first
disposable, one-way keg for on-premise
Xtreme Draught - soon you'll see them everywhere!
World ofHelneken 37 winter 2007/2008
The Heineken TenCan is a disposable beer keg for the on-premise sector. The keg comes complete
with a disposable beer tube, offering outlet owners the maximum level of convenience and draught
beer quality. Beer stays fresh for 30 days after opening and the 100 per cent recyclable steel keg is
suitable for use in both the David and Xtreme Draught units without using external C02 bottles.
New draught beer systems like Beertender,
Heineken Extra Cold and Xtreme Draught have
opened up new business opportunities for the
company and its customers. These on-premise
innovations mean Heineken and other beer brands
can be sold through additional channels where
previously only bottles and standard draught would
have been available.
These innovations have helped to create a more
complex beer market, with new volume segments
and draught beer occasions. The result is that many
Heineken operations must select from a range of
potential draught beer systems to deliver a quality
beer experience to the consumer.
"Traditional draught beer installations and cellar
beer have been at the very heart of Heineken's
business, particularly in Western Europe, over
our entire 150-year history," says John Ricketts,
Heineken's Channel Development Manager for
Western Europe. "Compare that to the last ten
years of innovative development, and you see that
these new technologies have been around for a
relatively short time. We operate in an increasingly
competitive beer market, so it makes good business
sense to continuously review our approach.
Matching the right system to the needs of the outlet
provides drinkers with the highest product quality,
and can contribute to delivering better financial
results to our customers."
A draught beer framework with focus
In 2002, Heineken made an explicit commitment
to maintaining total control over the quality of
its beers. This commitment included tracking
and evaluating the sourcing of raw ingredients,
the brewing process itself, and the steps up to
the moment the product is served. As part of this
approach, Heineken has enlisted the services of SGS,
a global inspection agency, to evaluate the quality of
Heineken's draught beer in the market.
Heineken's development of unique draught beer
technology - based on hygienic serving concepts
- has allowed the company to guarantee consumers
a better quality draught beer while reducing
Designed with accessibility, visibility and mobility in mind, Xtreme Draught is half the width of the
David system, measuring 38cm wide and 1.5 metres high. The system makes use of a returnable
20-litre beer keg or the new disposable Heineken TenCan and can accommodate a 2kg integrated
C02 bottle inside the unit itself. Xtreme Draught can be positioned just about anywhere while still
delivering the ultimate tapped Heineken experience.
