INNOVATION
In the Slovak Republic, HEINEKEN's innovative Orion draught beer system
has proved to be a huge success with customers and consumers alike. In
the 100 hectolitres plus per year segment, outlets equipped with Orion
registered an average double-digit increase in draught sales after just
one year. This reinforces the relationship HEINEKEN has with its customers
and their common objective to delight consumers with greater
draught beer experiences.
Tapping into
Draught Markets
F
or those restaurants and
bars using the Orion system,
beer is delivered straight
Indoor and outdoor visibility is also a
priority when it comes to stimulating
the consumer's interest in the benefits
of the Orion system, and in supporting
our customers by differentiating their
from the brewery in "200- or 500-litre
chilled stainless steel tanks. These tanks
preserve the freshness of the beer while
a touch screen computer located behind
the bar controls and monitors every
outlet from the competition. This, in turn,
generates a higher footfall and an increase
in sales.
aspect of serving the fresh draught beer
to the consumer.
Eva Vrabcova, owner of Stara Kotolna in
Nitra, emphasises the value she places on
visible Orion tanks: "The tanks look really
great in here. We built a glass window
downstairs so that our customers can see
them. No other outlet in the neighbourhood
can offer this." Martin Smiesko, co-owner of
Machnac Pub in Bratislava, agrees: "When
our customers see the tank here in the pub,
On average, outlets equipped
with Orion saw double-digit
increases in draught sales in
just one year.
"Having a visible Orion tank in the bar
clearly shows the consumer that the
draught beer they are drinking is delivered
directly from the brewery," says Arnaud
Tacconi, Commercial Manager at Global
Innovation. "This is key to creating a
strong consumer preference."
World of HEINEKEN Autumn 2011
