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The Sub innovation is unveiled at Schiphol’s KLM Lounge |
Heineken Global Duty Free has introduced a new draught beer innovation, The Sub, at the KLM Lounge at Amsterdam Airport Schiphol. The new development is aimed at the home consumption market and its addition at Schiphol allows the brand to preview the innovation to travelling consumers.
Initially unveiled to design and trade audiences on 17 October in Paris and on 18 October in Milan, the Heineken branded The Sub is a draught beer lifestyle appliance that has been created in collaboration with designer Marc Newson and consumer technology experts Krups.
During a special promotional period running until 13 November, passengers using 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 seeing the technology in action during the promotion. With the machine comes The Torp, a new 2-litre keg which completes the system.
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The Sub is part of a Heineken drive to tap into the home consumption market | |
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Heineken Global Duty Free Global Account Manager Brian O’Reilly said: “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 will 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.
The Sub will be supported by a digital platform – www.THE-SUB.com – on which consumers can discover the concept, and shop online for an assortment of world beers from the Heineken portfolio. They can have these delivered directly at home.
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A two-litre keg, The Torp, accompanies the system |
The first brands to be available will include Heineken, Affligem, Desperados, Birra Moretti Baffo d’Oro, with more to come. In addition The Sub will also offer seasonal beers.
Heineken Senior Director Global Innovation Francois-Xavier Mahot 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.”
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