E-Malt.com News article: Netherlands: Heineken is investing an extra EUR 100 mln in marketing and packaging innovation during 2005

Dutch beer giant, Heineken NV announced on April 25 it intends invest an extra EUR 100 million in 2005 in marketing and packaging innovation.

Heineken made the comment in a statement on introduction of its new portable draught beer system, the 4.75 L Heineken DraughtKeg. Dutch brewer said DraughtKeg will allow consumers to experience a premium quality draught beer at virtually any drinking occasion. Heineken launched this innovation in France on April 25 and in the USA in May 2005, with further market introductions to follow.

Heineken, the world's fourth largest brewer in terms of sales, said: “The portable DraughtKeg has been developed for consumers who like to share and enjoy a quality draught beer in or outdoors and is relevant to the various beer cultures worldwide.”

During the international media presentation in Paris, Thony Ruys, Chairman of the Executive Board of Heineken N.V. commented: "As announced at our 2004 full year results presentation, we are investing an additional EUR 100 million annually in marketing and packaging innovation during 2005. Following on from our BeerTender, the first home draught beer system launched in 2004, we are delighted to announce DraughtKeg, another innovation break-through draught beer system. This is part of our strategy to further improve volumes and sales mix addressing the changing consumer dynamics and will strengthen our leadership position in the premium segment of the beer markets."

The Heineken DraughtKeg is an integrated pressurized and disposable system with mini tap components in a lightweight steel keg. After being pre-chilled at 5 degrees Celsius, consumers simply need to click on the easy-to-install tap tube and the keg is ready to draft beer.

The complete system weighs 5.5 kilograms and contains 4.75 litres of beer. The beer stays fresh 21 days after opening the keg and the beer is dispensed under CO2 pressure, right down to the last glass. On average, 20 glasses can be dispensed.

Inside the keg is a unique and patented carbonator pressure unit, releasing CO2 to keep the pressure at 1 bar. This allows for a crisp quality beer with the right head of foam and the right 'bite'. The constant pressure also allows the beer to be dispensed through a tap tube on top.


27 April, 2005