TI T
QUALITY
Perfect Pour
Hits leadlines
Iri recent years, the US has witnessed a powerful consumer movement for getting back to high-quality,
natural and local products, made using traditional techniques. This movement hasn't passed the beer
industry by: bottled beer sales in the on-premise have gradually been making way for traditional draught
beer, and HEIN EKEN has been working to make sure this draught experience exceeds all expectations.
f ith draught beer
now accounting
for 55% of on-
premise beer sales in the US, HEINEKEN
brings nearly 150 years of draught beer
experience in Europe to ensure the perfect
draught pour in America. The perfect pour
starts with the right equipment, so this
year, supported by a draught advertising
campaign, the specially 'designed for
draught quality' Heineken® glass has been
distributed to customers.
Thirst for Draught Knowledge
The Heineken® field team in the US has
also been running on-premise perfect pour
training sessions for bar staff. "These have
been extremely well received, and we've
heard that they are now considered some
of the best in the industry," says Heineken®
Brand Manager for the US, Leanne Maciel.
In an effort to prove to consumers and
customers alike that not all draught
AN INNOVATIVE GLASS
FOR A PREMIUM BEER
WIDER TOP DIAMETER gives the beer space
to develop a proper head to lock in flavor.
RED STAR exactly indicates the foam level
for the perfect pour.
EMBOSSED ARCHES. When tilted
horizontally, the arches indicate the
perfect pouring angle.
CURVED WALLS allow the beer to flow
perfectly and swirl in the glass
LOWER FRONT ARCH provides a thumb
rest and ensures that consumers hold the
glass with the logo facing toward them
NUCLEATION controls the carbonation and
keeps the beer fresh, lively, and smooth.
ETCHED HEINEKEN LOGO AND STAR on
glass back and bottom enhance the premium
draught experience.
The training covered
Heineken®'s simple, but
effective four-step process
to ensure optimal quality
and taste.
Autumn 2011 World of HEINEKEN 43
