Together, these improvements result in a
much longer shelf life of 30 days for David
kegs, ensuring that consumers always
experience fresh-tasting draught beer.
"This consistent quality builds consumer
trust and loyalty. And because of this, fully
branded David XL Greens are increasingly
being used to raise the profile of quality,
fresh draught beer among our consumers
and help associate these credentials with
our brands."
Improving Customer Profitability
The David XL Green holds four, 20-litre
kegs, which is ideal for 20-70HL outlets.
These outlets benefit from savings on a
number of running costs. Every year, for
example, beer lost due to cleaning/line
flushing for traditional systems can add
up to €800, cleaning costs can amount
Industry Leader
In 2010, as part of Brewing a Better Future,
HEINEKEN's long-term sustainability
agenda, the Company committed to
leading the industry in the area of Green
Cooling. Environmental criteria have
been introduced into the decision-making
process for new product launches and an
eco-design methodology was incorporated
into the Company's Global Innovation and
Renovation process. Cooling represents
around 25-35% of the total carbon
footprint during the lifecycle of the product,
from barley to bar. Through continuous
innovation and the launch of green fridges
and green draught beer installations, the
Company aims to reduce its total carbon
footprint from cooling by 50% by 2020.
to €300, and energy consumption up to
€600. "With David XL Green, waste and
cleaning are reduced to virtually zero,
and energy costs are reduced by 50%
compared with even the newest 'green'
draught systems available," confirms Erik.
"Depending on local market conditions,
a typical customer selling around 35HL
per year can expect to see their margins
increase by up to €600 per year, without
taking into account volume increases
due to improved quality. With energy
prices expected to continue increasing,
this provides a very strong customer
selling story for the David XL Green.
And of course, there's the reduced
environmental impact, which will help
support HEINEKEN's Brewing a Better
Future goals."
Belgian Roll-Out
In luly 2012, the roll out of David XL Green
started in Belgium, with demonstrations
to key distributors, the distribution of
sales materials, and coverage in the trade
press. "The biggest challenge initially was
convincing customers to free up space
below the bar for the David fridge unit,"
says Geert Minnart, On Trade Commercial
Director at Alken-Maes in Belgium.
"With around 100 units already installed
in Belgium, we're seeing a clear trend.
Through targeting new customers and
word of mouth, more than 80% of the
units have been installed with customers
Each keg is supplied with a new beer
line that can be easily fed through
to the tap
The unit can
be built into
the bar or
used free
standing
A x 20! kegs can be stored and chilled directly
below the tap, to ensure that every beer is
served at the correct temperature
34 World of HEINEKEN Edition 1 2013
