Netherlands: The innovative BeerTender system, initiated by Heineken and created together with Groupe SEB, brings the enjoyment of a fresh draught Heineken beer right to the consumers’ kitchen. BeerTender consists of a unique draught appliance – developed by Krups, a Groupe SEB Brand - and a new Heineken 4-litre returnable beer keg, Heineken reported on February 11.

Heineken initiated to find an innovative solution to meet growing consumer needs for high-quality experiences at home, which includes enjoying a high-quality draught beer. BeerTender is the only appliance in the world that enables consumers to do just that. The system is easy to use and keeps the compact keg at ideal temperature and high quality for three weeks.

The official BeerTender launch initially focuses on the Netherlands, but plans for a further rollout are already in the making. Groupe SEB is responsible for the production, marketing and future development of the BeerTender appliances. Heineken will focus on developing the kegs even further and takes the lead in producing and distributing the kegs.

“BeerTender enables Heineken to clearly underline its ongoing quest for innovation, which brings growth to the Heineken brand”, says Heineken CEO Thony Ruys. “It enables us to distinguish ourselves from our competitors. With Groupe SEB as our partner, Heineken can count on combining specific technical knowledge with our expertise on draught beer.”

13 February, 2004