New Heineken® Fountain Extra Cold
SUSTAINABLE INNOVATION
who were previously stocking competitor
brands of beer. Customers are so delighted
with the enhanced commercial benefits of
David XL Green, that they are prepared to
pay an annual service fee to Alken-Maes."
With two taps, David XL Green has also
proved to be effective for developing the
specialty beers category alongside volume
brands in outlets such as brasseries and
grand cafés. "We've also discovered that
an added benefit for national clients is
the increased mobility, as the units are
portable," adds Geert.
David XL Green is also exceeding
customer's own volume forecasts, Geert
explains. "One customer in Belgium is
already on track to almost double his
initial 20HL forecast."
"Since the global launch in July 2012,
the installation rate is well on track at
a rate of around 1,500 new David XL
Greens per year," says Erik. "In addition
to the traditional draught markets here in
Europe, the innovation is proving to be a
real hit in typically non-draught markets,
for example Mexico. There, the draught
infrastructure doesn't exist, therefore the
David provides an excellent 'plug and
play' solution in a market where draught
beer is becoming increasingly popular.
For further information contact:
erik.vanderaa@heineken.com
Change a keg in less than a
minute, with no cleaning and no
beer waste
With 42% of consumers claiming to prefer extra cold beer on
certain occasions, Heineken® can be proud of the fact that
it's been leading the extra cold segment since it introduced
this innovative product in 2006. At the same time, it brings
with it the challenge of serving Heineken® Extra Cold in the
most sustainable and energy-efficient way. To maintain this
competitive advantage, following three years of research and
development, a new Heineken® Fountain Extra Cold column has
recently been launched. It offers even greater customer and
consumer benefits, and reduces energy consumption by more
than 40%.
Heineken® Extra Cold beer is now
available in more than 110 markets, where
it is highly appreciated for its instant
refreshment and is the preferred choice
in high-energy occasions, such as sea and
beach, city heat, dance fever and sports
cheer. "Experience has shown that outlets
that install Heineken® Extra Cold see an
average 18% increase in volumes, with the
biggest gains achieved by those who fully
activate the brand using the extensive
Edition 1 2013 World of HEINEKEN 35
