KRUPS, THE START OF A NEW RITUAL

THE SUB

Having been in partnership for 10 years, Krups and Heineken have unveiled THE SUB, their latest innovation for the fast growing at-home beer market. THE SUB is a sleek, stylish draught beer machine that has been created in collaboration with award-winning designer Marc Newson.

THE SUB taps into urban consumers’ increasing desire to enjoy a premium draught beer experience in their own home. Fulfilling the demands of a more everyday consumption, this new system features 2-litre kegs known as “TORPs”, which guarantee freshness for up to 15 days after opening.

THE SUB 2

Design and innovative features:

  •  Quality draught beer: ideal temperature (2°C), pub style beer head, freshness lasting 15 days after opening the keg;
  • Convenience: the TORP – the new 2 L keg – can be chilled more quickly and fits just as neatly in the fridge as a bottle of soda;
  • Versatility: the system accepts a wide range of Heineken beers;
  • Modern design: the quality of the materials used and stylish finish provided by top designer Marc Newson all give THE SUB a touch of class.

A pre-launch event was held for THE SUB at the end of 2013 in Milan, where the window display of the luxury department store La Rinascente was dedicated to THE SUB, and in Paris, where a “Reveal” evening was organised at the Aquarium.

The roll-out in 2014 will be supported by a digital platform – www.THE-SUB.com – enabling consumers to buy machines and a variety of international beers from the Heineken portfolio on-line. The first brands to be available to buy will be Heineken, Affligem, Desperados and Birra Moretti Baffo d’Oro, with many more still to come.

EXCESSIVE DRINKING IS DANGEROUS FOR THE HEALTH; ALCOHOLIC BEVERAGES SHOULD BE CONSUMED WITH MODERATION

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