"Lower
price, more
convenient,
greater variety"
TRENDS INNOVATIONS
There's a new DraughtKeg on the scene and this time
it's lighter, smaller and 'cooler'. Drawing on the success
of the original DraughtKeg, this four-litre PET version
brings fun, convenience, great quality and competitive
pricing to the table.
The innovative chill pack cools the DraughtKeg to
the perfect drinking temperature
in just one hour, facilitating spontaneous purchases
According to Commercial Manager, Global
Commerce Innovation, Tjeerd Veldhuis,
"The DraughtKeg tapping experience
creates excitement and interaction in social
situations. It's a 'fun' facilitator."
Tjeerd adds that consumers who normally
drink wine often switch to beer when the
DraughtKeg is on offer. "Consumer research
indicates that the fun of tapping fresh
draught beer leads to it becoming the focal
point of a party. It completes the experience
of watching a soccer or rugby match with
friends, or enjoying a BBQ. So it fits with the
trends we're seeing of entertaining more at
home. With this new type of DraughtKeg, we
want to make draught beer at home even
more accessible, convenient and affordable."
QUALITY AND VARIETY
The original and widely successful five-
litre DraughtKeg has consistently grown in
popularity since its launch. Unlike competitor's
products which use a gravity-based keg,
Heineken's DraughtKeg has a real tap handle on
top and a built-in C02 compressor which keeps
the beer under constant pressure so it retains
freshness for up to 30 days after opening.
"There are currently 11 brands available
worldwide in the original DraughtKeg, which
last year alone sold approximately 11 million
kegs of beer around the globe," explains
Tjeerd. "With consumers demanding more
diversity in the brands of beer available, the
PET DraughtKeg design, with its separate
printed sleeve, makes it faster and more cost-
effective to rebrand for different beers. This
means we can build on the solid foundation of
the original DraughtKeg and offer consumers
even greater choice."
COOLING
"Like the original DraughtKeg, the new
PET DraughtKeg needs 10 hours to cool
to the optimum temperature. In order to
Tapping
Growing
Markets
into
encourage spontaneous consumer purchase
for immediate consumption, a 'chill pack'
is available which can be 'recharged' in the
freezer. This gel-filled cover speeds up the
chilling process to within one hour. This
option makes it perfect for occasions when
consumers need cool beer in a hurry, for
example an impromptu BBQ, or a party
where fridge space is limited," says Tjeerd.
"Alongside this smart invention, we've
also added a highly visible temperature
indicator to the sleeve. This clearly indicates
'blue' when the beer has reached the right
temperature, guaranteeing a perfect drinking
experience every time. The PET DraughtKeg
also doesn't require an investment in any
special tapping equipment," adds Tjeerd.
The PET DraughtKeg's ability to enhance
social situations for consumers provides
