HEINEKEN International: HEINEKEN Unveils THE SUB
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
and for more information on Marc Newson, please visit www.marc-newson.com
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:
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.
HEINEKEN Brand Consumer PR Officer
+31 (0) 20 5239 355
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
2.Heineken THE SUB Home Draught - Front View
3.Heineken THE SUB Home Draught - Side View
Download photo Heineken THE SUB Home Draught - Side view
Download photo FX Mahot and M Newson
Click here to open media release
Download photo Heineken THE SUB Home Draught - Front view
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Source: HEINEKEN International via Thomson Reuters ONE
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