David XL:
stronger and more versatile
Heineken introduced the bigger and more
versatile David XL in five European countries
late last year. David XL is a new proposition
in the David family, Heineken's innovative
draught dispense system, which was first
introduced a few years ago.
World of Heineken 41 winter 2009
David XL is the latest addition to Heineken's
successful line of draught dispensing systems.
David XL's distinguishing features include
bigger cooling and storage capacity, with
space for four twenty-litre kegs, making it
suitable for on trade establishments with
annual beer sales of up to 70 hectolitres.
Globally, this segment represents up to 85%
of the total on trade market.
"David XL's bigger capacity is more profitable
for our customers," says Michiel. "Quite
simply, it doubles their selling capacity and
offers them the option to have a premium or
specialty brand on tap next to a mainstream
brand."
COOL FEATURES
David XL's cooling capability can operate
in surrounding temperatures of up to 38
degrees Celsius, and 75 per cent humidity
"Development of the new David XL was based
on input from our colleagues in the main
draught beer markets, as well as feedback
from on trade customers," says Heineken
Innovation Beer Systems Commercial
Manager Michiel Verhagen. "The new design
offers improved capacity and a number of
user-friendly features that makes David XL
suitable for a larger segment of the on-trade
market."
THE NEXT LEVEL
Heineken's David system offers a number
of key advantages over its traditional
counterparts and was an instant hit when
it was first introduced in 2002. David
guarantees fresh beer for a minimum of 30
days, and ensures that the beer is cooled all
the way from the 20-litre keg to the dispense
tap. Besides this, there are no cleaning costs
and empty kegs can be easily replaced.
level. It also has other options, such as a cold-
water tap and the ability to cool wine.
But the most important feature for on trade
outlets will be the ability to combine a regular
tap and an Extra Cold one, giving them the
additional advantage of the visual impact of a
frozen column. This feature will significantly
expand the presence of Heineken's successful
Extra Cold beer in establishments with sales
volume below 70 hectolitres, says Michiel.
It will also make it possible to expand Extra
Cold options to local brands.
Last year's launch of David XL saw 200 David
XLs being rolled out in five key Heineken
markets: France, Greece, the Netherlands,
Poland and Portugal. Further roll out in other
countries is planned for this year.
michiel.verhagen@heineken.com
33
