Swiss brewing giant Heineken is set to roll out its new draught beer lifestyle appliance - THE SUB - in 2014, starting with France and Italy.
THE SUB is a draught beer lifestyle appliance, which was created in collaboration with HEINEKEN, designer Marc Newson and consumer technology experts KRUPS. It enables customers to enjoy draught beer in their own home.
This new machine is equipped with a new 2l keg - THE TORP - which allows consumers to pour chilled beers.
Other optional equipment available for sale along with this machine include a full serving case, glassware, mats and a skimmer, designed by Newson.
Brands to be available initially with this new equipment include Heineken, Affligem, Desperados and Birra Moretti Baffo d'Oro. THE SUB will also offer seasonal beers.
The beer maker will also introduce a new digital platform - www.THE-SUB.com - that enables consumers to discover the concept, and shop online for an assortment of world beers from HEINEKEN's portfolio.
Groupe SEB partnerships vice president Renaud GEY said: "The SUB is the next generation appliance from the Beer Tender system, which we have created for HEINEKEN."
