USA: Heineken USA expands distribution of Its 5L DraughtKeg Draught Beer System

In response to growing demand from consumers for its new portable draught system, Heineken USA announced on February 2 plans to expand distribution of the 5-liter Heineken DraughtKeg to 26 states in the U.S., representing 80% of annual Heineken volume.

The expanded distribution strategy, which will be achieved by March 1st, underscores the popularity of the disposable draught-beer system introduced to U.S. consumers in April 2005. Heineken USA's parent company, Heineken International B.V., has already launched the DraughtKeg in France and Taiwan with additional market introductions to follow. The DraughtKeg allows consumers to enjoy high-quality draught beer wherever and whenever they choose.

The 5L DraughtKeg improves upon the 4.75-Liter DraughtKeg launched by Heineken USA in early 2005, offering consumers fresh draught beer with increased portability and convenience at the same price point as the smaller-volume package.

"Imagine being able to draw a perfect pint of Heineken in your own living room or serve it at your own backyard barbeque," said Don Blaustein, Vice President, Corporate Sales, Heineken USA. "Well, our DraughtKeg allows our customers to do just that and shows just how committed we are to developing the products they want. We found a way to improve upon an already exceptional package with the 5L and, with advanced technology at the same price point as the 4.75L, offer true convenience -- and value -- to our consumers."

Added Andy Glaser, Heineken Brand Director, Heineken USA, "Packaging development and innovation remain a vital component of Heineken's overall growth strategy. The DraughtKeg furthers this effort by providing consumers with the highest quality draught beer package during key consumption occasions."

The Heineken DraughtKeg is an integrated pressurized and disposable system with mini tap components in a lightweight steel keg. After being pre-chilled at 40 degrees Fahrenheit, consumers can simply click on the easy-to-install tap tube and draw a fresh Heineken draught.

Inside the keg is a unique and patented carbonator pressure unit, releasing CO2 to keep the pressure at 1 bar. This allows for a crisp quality beer with the right head of foam and the right 'bite.' The constant pressure also allows the beer to be dispensed through a tap tube on top.

The system weighs 12.1 lbs and contains 5 Liters of beer. The beer stays fresh for 30 days after tapping, right down to the last glass. On average, 21 8-ounce glasses can be dispensed.

About Heineken USA

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Dark; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcohol brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .