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Publication date : 18/10/2013 15:07
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Yesterday, KRUPS and HEINEKEN unveiled THE SUB®, the latest innovation for the fast growing at-home beer market. THE SUB® is a sleek, stylish draught beer lifestyle appliance that has been created in collaboration between KRUPS, HEINEKEN and award-winning designer Marc Newson.  

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 the perfect quality, super chilled beers.

THE SUB® will be rolled out across a number of markets in 2014, starting with France and Italy and will be supported by a digital platform – – which will allow consumers to discover the concept, and ultimately shop online for appliances and an assortment of world beers from HEINEKEN’s portfolio. The first brands to be available will include Heineken, Affligem, Desperados, Birra Moretti Baffo d’Oro, with many more to come.

KRUPS and HEINEKEN have been in partnership for ten years. Together, they created a system that offers to consumers a high quality beer experience to be enjoyed at home, the BeerTender. THE SUB® is the next generation of this system, a breakthrough innovation that delivers ultimate quality.

For more information about THE SUB®, please visit