Heineken brings innovation to the UK with DraughtKeg

The Heineken DraughtKeg is an easy-to-carry 5-litre keg with an integrated carbon dioxide cartridge (CO2) that enables consumers to pour their own fresh draught beer whenever, and wherever they choose.

Iain Newell, Marketing Director at Heineken UK, said: “We’re incredibly excited about the launch of Heineken DraughtKeg. The UK has been waiting for many years for an innovation which offers consumers an authentic drinking experience. With its cutting-edge technology, Heineken DraughtKeg is a category-leading innovation which is set to drive incremental value growth to the beer category and represents a real break-through in the market.”

The CO2 pressure system inside the keg seals the beer from oxygen, preventing oxidization, which means the quality of the Heineken beer will remain fresh for up to 30 days once opened. On average a consumer will be able to pour 17 half-pint glasses of continental draught beer from each 5-litre keg.

Iain continued: “Draught beer is often considered to be the highest quality beer, offering the greatest freshness and taste. With its arrival in the UK, Heineken DraughtKeg promises to be a great success at parties, barbecues and picnics or whenever friends come together to celebrate and have fun. Heineken DraughtKeg is already a big hit in over forty countries around the world with over 6 million kegs sold since 2005, and we’re confident UK consumers are going to love the premium, interactive experience it offers.”

Heineken has teamed up exclusively with Sainsbury's, Threshers and Makro to launch Heineken DraughtKeg in August (RRP £13.29), with plans for wider distribution in 2008.