TRENDS INNOVATIONS
Heineken has rolled out the world's first 'green' draught system,
'David Green', enabling its customers to be the first in the market
with this green, energy-saving technology. It offers customers
significantly lower running costs and an opportunity to stand out
from the competition in any market with increasingly eco-aware
consumers. Ultimately, it provides the consumer with superior and
consistent quality-the cornerstone of the Heineken brand.
Positive Customer Feedback
Innovation that
The David Classic was first introduced in 2002
as the ideal premium draught beer option
for outlets with beer volumes between 10-50
hectolitres per year. Its successor, the new
David Green, takes economy and quality
to the next level with a significantly lower
environmental impact.
"The new system uses an Iso-Butane cooling
system that has a global warming potential
of close to zero," explains Arnaud Tacconi,
Commercial Manager On-Premise Innovation.
"This, combined with other energy-saving
features, such as fans that stop when the
door is opened, results in a more than 35%
lower energy consumption. Compared to
traditional beer systems, this reduction can
be as much as 60%."
REDUCED OPERATING COSTS
These environmental benefits also translate
into attractive bottom-line savings for the
customer, in the form of a reduced energy
bill. "In simulations, savings of up to €182
per year were proven to be possible,"
confirms Arnaud.
The David Green builds on the David Classic's
ease of use and no-cleaning technology,
which makes use of a hygienic disposable
beer tube. This offers additional savings
for customers since it doesn't require line
flushing, and therefore doesn't waste beer.
It also results in added convenience and
time-savings for bar staff.
Arnaud explains that the cost savings don't
simply stop with the running costs. "Cost-
effective maintenance was integrated into
the design from day one. This means that
components which are subject to wear,
such as door seals and thermostats, can be
quickly and easily replaced. Upgrades of
other components will lead to an increased
minimum life expectancy of seven years
for David Green, compared to five years
previously."
"An improved C02 system is installed,
which offers reductions in C02 usage and
delivers better foam on each freshly tapped
Heineken®," he continues. "It also guarantees
that the beer stays fresh for 30 days, providing
ample time to sell a 20-litre keg.
"The beer is kept at a constant 2°C, which
results in the ideal 3°C serving temperature
in the glass. These features ensure that we
deliver a better quality product and
drinking experience to our consumers -
with freshness guaranteed for one month."
IMAGE BUILDING
David Green will be available for all brands in
the Heineken portfolio and the new design
allows for 360° branding. Logos and images
can be displayed on all four sides, compared
to only three on the David Classic. Arnaud
explains that: "This allows for better visibility
and a more premium look with new artwork,
including a responsible consumption
message." In short: "For the customer, it
provides a sustainable solution with
increased profitability. And for the
consumer, it speaks to their social
conscience, while offering the perfect
premium drinking experience."
Heineken is bringing David Green to market
in a phased roll-out this summer, ensuring
that new customers receive an equally high
quality of service.
Door Plantenga, Managing Director of
Heineken Slovensko, was thrilled by the
encouraging reviews of David Green.
"Without exception, customers are very
positive about this new technology.
It's a great innovation that increases
sustainability and improves profits.
Despite the recent downturn in beer
sales in Slovakia, outlets using the new
system can continue to serve fresh,
premium beer - precisely what the
consumer is demanding.
"This is an opportunity for us to increase
sales and improve the position of our
premium draught brands in high-image
outlets. It will deepen the relationship
with our most valuable, trend-setting
customers, and is a clear step towards
being seen as the most preferable horeca
partner due to our sustainable green
credentials.
"It's also an opportunity to increase
the average throughput of our brands
because of the guaranteed consistent
quality, and we expect it will appeal to
the growing number of environmentally
conscious customers."
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