Heineken and Krups introduce BeerTender

Heineken and Groupe SEB have formed a partnership and have created a draught beer system to be used at home: the BeerTender® system. BeerTender will bring the enjoyment of a fresh Heineken draught beer to the homes of consumers. The BeerTender, consisting of an appliance and keg, is compact and very easy to use. After a successful pilot in Switzerland the BeerTender will now first be launched in the Netherlands and many countries are to follow.

 

The BeerTender system brings a unique new technology that delivers high quality draught beer for regular home consumption. The BeerTender appliance always keeps the compact

4-litre keg at the right temperature and in the most optimal condition for a period of three weeks after the first beer has been drawn. Therefore the BeerTender system is the first in its kind that allows people to draw and enjoy a perfect glass of fresh Heineken beer whenever they want in the comfort and privacy of their own home.

 

“Innovation brings growth to the Heineken brand. BeerTender is aimed to do just that. It offers the real draught beer experience at the consumers’ home”, says Thony Ruys, Chairman of the Executive Board of Heineken N.V. “I’m very happy that we have been able to combine the technical expertise of Groupe SEB and Heineken’s expertise on draught beer. We aim to bring the enjoyment of fresh draught beer to our consumers in such a way that they will say ‘This could only be Heineken’.”

 

Thierry de La Tour d’Artaise, Chairman of the Executive Board of Groupe SEB stated: "Heineken and Krups form a perfect match of international innovative brands, well known for their quality and expertise. Our Group has always created new products expected by consumers. BeerTender is again another perfect example; it will bring beer enjoyment at home and create a new market in our industry. We are convinced of the success of the BeerTender system, a joint alliance of innovation in small domestic appliances and the know-how of the most famous brewer."

 

Groupe SEB is responsible for the production, marketing and future development of the BeerTender appliances. Heineken will further develop the innovative kegs and take the lead in the production and distribution of the kegs.

 

Heineken is the most international brewer. Beer is produced at over 110 breweries in more than 60 countries and by other brewers under licence with total sales of 108.9 million hectolitres in 2002. Heineken also has a strong export business. The Heineken brand is sold in more than 170 countries. Heineken employs over 60,000 people.

 

Group SEB is the world leader in Small Domestic equipment. Its well-known brands are Krups, Rowenta, Moulinex and Tefal. Its corporate mission is to offer consumers the market’s most relevant and most inventive range of products. Products are sold in five continents with a turnover of 2.3 billion euro in 2003. Groupe SEB employs 15.780 people all over the world. Groupe SEB is listed on the French Stock Exchange.