HEINEKEN Unveils THE SUB
(Thomson Reuters ONE) -
Amsterdam, 18th October 2013 - HEINEKEN last night unveiled THE SUB®, its latest
innovation for the fast growing at-home beer market. The Heineken® branded THE
SUB® is a sleek, stylish draught beer lifestyle appliance that has been created
in collaboration with HEINEKEN, award winning designer Marc Newson and consumer
technology experts KRUPS.
THE SUB taps into the urban consumers' increasing desire to enjoy a premium
draught beer experience in their own home. With the machine comes THE TORP®, a
brand new 2 litre keg which completes the system enabling consumers to pour
perfect quality, super chilled beers.
THE SUB will be rolled out across a number of markets in 2014, starting with
France and Italy. It will be sold with Marc Newson designed optional extras
including a full serving case, glassware, mats and a skimmer. This will enable
consumers to create the quality pour that HEINEKEN's brands are known for with a
small group of friends or family, in the comfort of their own home.
THE SUB will be supported by a digital platform - www.THE-SUB.com - which will
allow consumers to discover the concept, and ultimately shop online for an
assortment of world beers from HEINEKEN's portfolio. They will discover new
brands, and enjoy the convenience to have them delivered directly at home.
The first brands to be available will include Heineken®, Affligem, Desperados,
Birra Moretti Baffo d'Oro, with many more to come. In addition THE SUB will also
offer seasonal beers.
François-Xavier Mahot, Senior Director Global Innovation at HEINEKEN, said, "The
urban, at-home market is one of the fastest growing beer segments. Consumers
want to create the high-end experience that they associate with the Heineken®
brand at home, from the appliance through to the pour of a perfect draught beer.
And they also want the convenience of trying a variety of beers. THE SUB is an
innovation that delivers this and more."
Marc Newson, designer, said, "My collaboration with HEINEKEN and KRUPS has been
a very enjoyable one. It's always rewarding when you get to work with experts,
and are able to turn the nuts and bolts of a machine into an innovation that
will be admired for its design look as well as its functionality. The SUB will
fit in comfortably to anyone's home - it has a compact size and a sleek design.
"
Renaud GEY, Vice president Partnerships at Groupe SEB, said, "We have been in
partnership with HEINEKEN for ten years under the KRUPS brand, working with the
design and innovation teams to create a system that will offer to our consumers
a high quality beer experience to be enjoyed at home. The SUB is the next
generation appliance from the Beer Tender system, which we have created for
HEINEKEN. We have captured the learnings of Beer Tender, and we have produced
THE SUB®, a breakthrough innovation that delivers ultimate quality."
The Paris event saw Marc Newson, KRUPS representatives and the HEINEKEN
Innovation and Design team unveil the product. Attendees were then given access
to specially designed rooms showcasing the new product, and were treated to
performances from MGMT and Daniel Avery.
For more information about the SUB, please visit www.THE-SUB.com
For more information about HEINEKEN's design, please visit
www.theheinekencompany.com
and for more information on Marc Newson, please visit www.marc-newson.com
***
Editorial information:
About HEINEKEN
HEINEKEN is a proud, independent global brewer committed to surprise and excite
consumers with its brands and products everywhere. The brand that bears the
founder's family name - Heineken® - is available in almost every country on the
globe and is the world's most valuable international premium beer brand. The
Company's aim is to be a leading brewer in each of the markets in which it
operates and to have the world's most valuable brand portfolio. HEINEKEN wants
to win in all markets with Heineken® and with a full brand portfolio in markets
of choice. The Company is present in over 70 countries and operates more than
165 breweries. HEINEKEN is Europe's largest brewer and the world's third largest
by volume. HEINEKEN is committed to the responsible marketing and consumption of
its more than 250 international premium, regional, local and specialty beers and
ciders. These include Heineken®, Amstel, Anchor, Biere Larue, Bintang, Birra
Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale,
Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our
leading joint venture brands include Cristal and Kingfisher. The number of
people employed is over 85,000. Heineken N.V. and Heineken Holding N.V. shares
are listed on the NYSE Euronext in Amsterdam. Prices for the ordinary shares may
be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter
Equities 2000 Service under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored
level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTC: HEINY)
and Heineken Holding N.V. (OTC: HKHHY). Most recent information is available on
HEINEKEN's website: www.theHEINEKENcompany.com.
About KRUPS
KRUPS is one of the international brands of Groupe SEB which is the world leader
in small domestic equipment. Groupe SEB operates in nearly 150 countries with a
unique portfolio of top brands including Tefal, Rowenta, Moulinex, Krups,
Lagostina, All-Clad, and Supor, marketed through multi format retailing. Selling
some 200 million products a year, it deploys a long-term strategy focused on
innovation, international development, competitiveness and service to clients.
Groupe SEB has nearly 25,000 employees worldwide.
www.groupeseb.com
Press Enquiries:
HEINEKEN International:
Marnie Kontovraki
HEINEKEN Brand Consumer PR Officer
pressoffice(at)heineken.com
+31 (0) 20 5239 355
Edelman PR:
Matt Crowhurst
Matt.Crowhurst(at)edelman.com
T + 44 (0) 20 3047 4042 / M + 44 (0) 7971 301 874
Attached images with photo caption:
1. François-Xavier Mahot (r) and Marc Newson (I) Draught The First Beer From
THE SUB
2. Heineken THE SUB Home Draught - Front View
3. Heineken THE SUB Home Draught - Side View
Download photo FX Mahot and M Newson:
http://hugin.info/136188/R/1736656/582057.jpg
Click here to open media release:
http://hugin.info/136188/R/1736656/582056.pdf
Download photo Heineken THE SUB Home Draught - Side view:
http://hugin.info/136188/R/1736656/582060.jpg
Download photo Heineken THE SUB Home Draught - Front view:
http://hugin.info/136188/R/1736656/582059.jpg
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originality of the information contained therein.
Source: HEINEKEN International via Thomson Reuters ONE
[HUG#1736656]
Unternehmensinformation / Kurzprofil:
Datum: 18.10.2013 - 13:00 Uhr
Sprache: Deutsch
News-ID 307151
Anzahl Zeichen: 7945
contact information:
Town:
Amsterdam
Kategorie:
Business News
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"HEINEKEN Unveils THE SUB"
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