Outlets that install
Heineken® Extra Cold see
an average increase in
volumes of 18%
year. With the price of energy increasing,
bar owners are becoming increasingly
aware of their energy usage and actively
looking for ways to decrease this overhead.
"The energy saving of 1,000 new Extra
Cold columns is equal to the energy
consumed by 73 European households,"
says Kirsten Barnhoorn, Heineken®
Sustainability Manager and Project
Manager for the Heineken® Fountain
Extra Cold. "Costing 23% less than the
current system, it makes the business case
for Extra Cold even more attractive."
How Does it Work?
"These savings are achieved in a number
of ways," explains Kirsten. "The system
no longer uses a separate glycol cooler
for cooling the column itself. Instead, one
single cooler and advanced control box
is used for both freezing the column and
cooling the beer. Because there's only one
cooler, it requires less maintenance and
takes up considerably less space, which was
an important factor for many customers."
The new system also provides fast
freezing, with ice build-up on the column
taking less than one hour. "Unlike the
original column, this means that it can be
turned off when the bar is closed, using
the built-in timer," Kirsten continues. "In
the original design, the whole column was
frozen to form ice. With the new column,
the ice build-up is now restricted to the
areas visible by the consumer, which also
reduces energy consumption. And the ice
build-up is now also effective in hotter
climates up to 38°C."
"Competitors have recently started with
extra cold beer using a column similar to
our original one," concludes Franklin. "But
this new innovation once again puts us
ahead in terms of sustainable credentials,
consumer perception and customer
The newiy designed column allows the
illuminated Extra Cold badge to be
seen by consumers from ail angles
Did you know?
Heineken® Extra Cold draught is served
between -3 and +1'C in frozen glasses.
At this temperature, the beer tastes
fresher and smoother until the last
drop. At the last sip, Extra Cold beer is
still around 5'C colder than a standard
served beer. And the last sip is the
actual moment when consumers decide
whether to order another round or not.