E-Malt.com News article: The Netherlands: Heineken aiming at revolutionizing beer consumption at home

Heineken has said it plans to introduce a home appliance for beer, in a move that it claims will “revolutionise the way beer is experienced and enjoyed at home”, NamNews reported on September 27.

The Dutch group said it will reveal the product in Paris on 17 October, and would only say that it will an “iconic high end home appliance” similar to coffee machines.

Heineken said the machine has been designed through its global tie-up with industrial designer Marc Newson, who led the project. The brewer noted: “We spotted the opportunity to create a premium but playful at home drinking experience for consumers.”

Explaining the move, Heineken said latest trends indicate that consumers are increasingly looking to enhance the at-home drinking experience. The product is aimed at helping it capitalise on that, even as it uses product design to try and differentiate itself from rivals.


02 October, 2013