Extra Cold Draught - colder than ice
to understand the nuances of the market and the
on-premise outlets in their regions. This framework
gives them sufficient flexibility to tailor guidelines to
their specific market circumstances."
Financial discipline is also an important factor, he
adds, as the aim is to increase profitability on a
structural level for both Heineken and its customers.
In particular, sales managers' understanding of
the cost implications of draught beer installations,
including factors such as the cost of returnable
kegs, the costs of cleaning and maintenance and the
write-off value of the systems, is crucial to unlocking
additional profits from draught beer.
"The work undertaken in developing a draught
beer policy has been a valuable process and is a
clear indication of what can be achieved when
the markets, the regions and Group Commerce
work hand-in-hand towards a common goal," says
Ricketts. "Heineken Beer Systems can only develop
and deploy successful draught beer innovations
on the basis of accurate market information and a
clear understanding of the business strategies of
Heineken's operating companies. By having these
insights, we can more efficiently ascertain the needs
of the market and provide the appropriate draught
beer solution."
The information is also useful for identifying gaps
in the market that could be served by solutions that
have yet to be developed. "Our initial focus has been
on Western Europe, which is Heineken's heartland
when it comes to draught beer," concludes Ricketts.
"But this policy framework can have universal
application in other regions around the world. This
is an ongoing initiative, not a one off project."
Doron.wijnschenk@heineken.com
Heineken Extra Cold has now been rolled out in 66 countries around
the world. The system incorporates an innovative range of extra-
cold beer fridges, called Sub Zero coolers, and on-premise draught
beer columns. Heineken Extra Cold beer is served at 0° Celsius, and
tapped through a stylish frozen beer column lined with a layer of
ice. Sub Zero coolers chill beer to -2° Celsius, which is just above the
freezing point of beer.
