Striving for the best in
draught beer quality
Over the past few years, Heineken has
repeatedly come up with original and
creative solutions to better serve the
draught beer market. Now, Heineken is
putting even greater focus on draught
beer by concentrating on the development
of commercial strategy that targets
beer quality improvement at the point of
consumption.
Heineken
Beer Systems
World of Heirteken 39 - winter 2008/2009
"The focus on draught beer is twofold," says Heineken's On-Premise
Business Manager Doron Wijnschenk. "We want to secure the best
quality draught beer served at the point of sale, and we want to
generate more opportunities for both Heineken and its customers. To
do this, we have to create greater consistency across those locations
that offer our beers on tap, and we have to constantly ask ourselves
'what does quality mean at the point of consumption and how can we
ensure drinkers experience a consistently high-quality draught beer'?"
Working with Heineken's Channel Development Manager for Western
Europe, John Ricketts, Wijnschenk began studying lower-volume
outlets to see where improvements could be made. "We discovered
that some of the key problems arose out of the complexity of cleaning
systems and throughput rates within the low-volume segment
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