Polyethylene Terephthalate (PET)
Ultrasonic Welding
6
Project Manager, Global Commerce Innovation, Jeroen Otto
explains how the new DraughtKeg has pushed the boundaries of
innovation to the limit:
"The new PET DraughtKeg uses state-of-the-art technology
and stretches the limits of what you can do with a PET bottle.
PET bottles tend to stretch and mutate under the pressure of
carbonated beverages. That's why most bottles have a similar
shape. Nothing like this has ever been done in the industry
before. In addition, the new DraughtKeg is only half the weight of
the steel version, and has a 25% smaller carbon footprint."
"Ultrasonic welding uses high-frequency, ultrasonic, acoustic
vibrations to bond materials together. This is something that's
never been done with PET, but adapting the technology proved
to be the best solution because of the large opening required to
fit the carbonator (C02 compressor) into the keg."
In response to consumer demand, the new
DraughtKeg will be available in a wide range of
brands from the Heineken portfolio
a unique sales opportunity. "Sales can be
optimised through promotions tied into
major football, rugby and other sports
championships, holiday seasons such as
Christmas and New Year, as well as summer
BBQs," say Tjeerd. "Together with strong
advertising, a range of point-of-sale material
and displays are available to help maximise
visibility and encourage trial."
DraughtKeg delivers a way of drinking beer
at home which is still relatively new to many
consumers, so marketing activities will
encourage trial. Capitalising on the social and
fun side of tapping beer, a virtual tapping,
in-store promotion display is available to
customers. The game invites shoppers to see
how welt they can pour virtual draught beers.
In keeping with the home-tapping experience,
Heineken will also be working together with
customers to develop special promotional
gift packs, which include the essentials for
the perfect home-tapped draught beer,
with branded beer glasses, a skimmer and
beer mats.
GLOBAL ROLL-OUT
In April this year The Netherlands was the first
market to launch the new DraughtKeg with
Amstel. The launch continues to be supported
with TV commercials, outdoor advertising,
events, social media and promotions on the
shop floor. In addition to a nationwide retail
distribution, the DraughtKeg will be used and
promoted in 1,500 sports canteens. Details of
the further global roll-outs will be available in
the near future.
