range of accessories and point-of-sale
material available," says Franklin van den
Bos, Trade Marketing Manager Fieineken®
On-Premise.
Smart Design, Broad Appeal
The newly designed column is more
closely aligned with the design attributes
of the Fieineken® brand itself, copying
many of the design cues used in the
bottle and glassware. With around 60%
of consumers deciding which brand to
choose at the bar, for the new draught
column it was important that the
illuminated Extra Cold badge could be
seen and read from the sides as well
as straight on - particularly for people
standing at the bar.
Another new enhancement is the
temperature indicator that clearly shows
the temperature of Extra Cold. During
trials in Ireland, even when the new tap
was positioned next to the original tap,
consumers believed that the beer from
the tap with the temperature shown
meant the beer was served colder. The
new fast-freezing technology used in the
new design also means that the column
only generates ice during opening hours,
creating a consistently perfect, premium
layer of ice.
With 40% less energy consumption
than the current Extra Cold draught
installation, the innovative new Fieineken®
Fountain Extra Cold supports Fieineken®'s
sustainability ambitions. It takes
Fieineken® one step closer to fulfilling
its ambition of becoming the most
sustainable global beer brand in the world.
At today's prices, this results in customer
energy savings of between €250-300 per
36 World of HEINEKEN Edition 1 2013
