Heineken Rolls Out Heineken Premium Light Draughtkeg, Creating Truly Innovative Draught Beer Experience

The Heineken Premium Light Draughtkeg provides light beer drinkers new occasions to experience the refreshing taste of Heineken Premium Light due to enhanced portability and long-lasting freshness.

17/08/07 Heineken USA announced the national roll-out of its new, cutting edge Heineken Premium Light Draughtkeg. This latest innovation from Heineken features specially-designed, patented pour technology to keep Heineken Premium Light fresh for up to 30 days after tapping while providing consumers more opportunities to enjoy and share the ultimate premium-quality draught beer experience anywhere.

The Heineken Premium Light Draughtkeg provides light beer drinkers new occasions to experience the refreshing taste of Heineken Premium Light due to enhanced portability and long-lasting freshness. Thanks to patented tap technology, this is the first product to offer consumers a portable light beer draught experience, since it dispenses beer from the top of the keg utilizing an internal CO2 system. This marks a distinct upgrade from gravity fed kegs, which require the tap to hang over the side of a table. Once the Draughtkeg has been chilled for 10 hours, the unique package delivers all the taste benefits of Heineken Premium Light in a new, convenient form.

"The Heineken Premium Light Draughtkeg adds something very special to any social gathering and creates the opportunity for light beer drinkers to enjoy Heineken Premium Light in a whole new way. Whether someone brings it to a party or it's served by the host, the state-of-art Draughtkeg carries Heineken's cachet, quality and image while making the Heineken Premium Light draught experience truly portable," said Andy Glaser, Heineken Brand Director.

New Advertising Creative

Television, out-of-home and print advertising for the Heineken Draughtkeg breaks August 13 and will showcase the Draughtkeg's innovation via a futuristic look. The ad-spot is set in a nightclub where a unique techno soundtrack, coupled with cutting-edge digital animation, brings the Draughtkeg to life via a stunning metamorphosis. Heineken Premium Light Draughtkeg- specific creative will be integrated into the overall campaign and supported by a significant increase in print and out-of-home advertising in key markets.

Availability and Pricing

The Heineken Premium Light Draughtkeg, like the Heineken Draughtkeg, is a disposable, 100 percent recyclable, lightweight steel keg. The Draughtkeg utilizes an internal carbonator that releases carbon dioxide to ensure freshness and the proper level of carbonation in each pour for a full 30 days after tapping. The package design, innovative tapping technology and the draught-quality premium import beer makes the Draughtkeg a perfect way to share authentic, draughted Heineken Premium Light with friends.

The Heineken Premium Light Draughtkeg will be available nationally beginning in August; the Heineken Draughtkeg has been available nationally since June. While the price point is at the discretion of each individual retailer, Heineken suggests an approximate retail value of $19.99.

The Heineken Premium Light and Heineken Draughtkegs will be available in off-premise retail locations as well as select on-premise locations where people gather to socialize. Having both Heineken Premium Light and Heineken in this packaging provides a premium and portable trade-up offering for both import and light beer consumers.