Heineken Global Duty Free has chosen Schiphol Airport’s KLM Lounge as the first location for consumers to interact with its new concept: THE SUB.

 

This is the leading beer company’s very latest draught beer innovation aimed at the fast growing at-home beer market which is designed to recreate the quality pour that the brand is known for in the best bars in the world.

 

In a statement, the company said: “Initially unveiled to design and trade audiences on 17th October in Paris and on 18th October in Milan, 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.

 

“During a special promotional period running through til November 13, 2013, passengers using the KLM Lounge 3 can pick up information on THE SUB, in advance of its European domestic markets launch roll-out from early 2014, as well as being the first consumers globally to try a perfect pour at special sessions running during the promotion”.

 

The Heineken company says that along with the machine comes THE TORP, which is a brand new two-litre keg which completes the system to allow consumers to pour “perfect quality, super chilled beers”.

 

Commenting on the significance of the KLM activation, Brian O’Reilly Global Account Manager, Heineken Global Duty Free, explains: “Frequent travellers are often early adopters of new technology and this partnership with KLM gives us a perfect setting in which we can engage many of our most sophisticated customers with a special and memorable start to their trip, thanks to a fantastic Heineken draught experience that inspires them to create the same impact at home.”

 

THE SUB in the KLM Lounge at Schiphol Airport.

 

MARKET ROLL OUT IN 2014

The company says that THE SUB will now be rolled out across a number of markets in 2014, starting this year with France and Italy.  It will be sold with a number of 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 – on which consumers can discover the concept, and shop online 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.

 

Francois-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.”

 

Designer, Marc Newson 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. ”

 

More information can be found about this new innovation at the following: www.THE-SUB.com