The Sub taps into the urban consumers desire to enjoy the draught beer experience at home. The Torp is a new 2 litre keg which enables the consumer to pour perfect quality super chilled beers.
It will be rolled out in a number of markets in 2014 starting in France and Italy. Marc Newson designed extras include a serving case, glassware and skimmer.
The first brands to be available will include Heineken, Affligem, Desperados, Birra Moretti Baffo d’Oro, with many more to come. In addition The Sub will also offer seasonal beers.
François-Xavier Mahot, senior director global innovation at Heineken, 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”.
Source: Heineken
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