BeerTender -freshly tapped beer in the comfort
of your home
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Wor/d ofHeineken 37 Winter 2007/2008
the outlet fall into a low-volume category? If so, a
manager should consider the BeerTender or Xtreme
Draught systems. Is it a higher volume outlet? In that
case, a David system should be considered. Does the
outlet require mobile applications? Then the David
or Xtreme Draught would be most appropriate. In
addition to these solutions, higher-volume outlets
can always consider a traditional draught system.
Optimal installation
"The quality of draught beer dispense is critically
important to my business," says Ronald den Elzen,
Horeca Director at Heineken Nederland. "We have
very demanding stakeholders who insist upon
the highest standards of product quality and
feel a definite affinity with our brands. Given the
The BeerTender system has revolutionised the draught beer industry, bringing the excitement
and experience of tapping genuine draught beer to consumers in the comfort of their own homes.
BeerTender is on sale in seven European markets and will soon also be available in the United
States. Some 12 brands are currently available for the BeerTender, including a number of local
and seasonal beers as well as the international brands Heineken® and Amstel®. The BeerTender is
not restricted to home use, however; it is also suitable for some low-volume on-premise outlets.
Special division
Three years ago, Heineken Espana established
a special division dedicated to the supply,
maintenance and technical support of the company's
draught beer installations. This division conducts
regular quality checks on-premise evaluating key
parameters such as beer temperature, which is
vitally important in the hot Spanish climate.
"Until it was set up, we had no clear guidelines for
our commercial teams on the optimal deployment
of draught beer installations," says Javier Pijoan,
Commercial Manager at Heineken Espana. "The
draught beer policy equips our sales managers,
technical teams and distributors with current
information that provides a basis for good advice
to Spanish outlets on optimising quality for
consumers."
importance of draught beer in the on-premise in the
Netherlands, our approach covers everything from
the optimal installation via optimal distribution to
the optimal pour." All elements in this chain have
to work together, he says. "Beer travels an average
of 48 kilometres in Holland. We want to maintain
the best quality at all times, including the last 21cm
pour in a branded glass, served with a smile!"
An initiative, not a project
The draught beer policy framework puts operating
companies in a better position to utilise detailed
market information and adapt the guidelines to suit
their specific local conditions.
"The framework actively leverages several best
practices across countries, and it was established
to support our international markets," says
Wijnschenk. "Sales managers are the best qualified
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