Heineken develops new packaging of beer for home consumption

Heineken presented in Paris late on Thursday (17/10) its latest innovation for beer consumption at home: Heineken SUB. It is a beer cooler, developed in partnership with the designer Marc Newson and with the manufacturer of espresso machines Krups. The machine is fueled by TORP, a new PET barrel two litres – reminiscent of the traditional format of bottles of that produced with these materials, decorated with termoencolhível label, which completes the system and enables consumers to serve super cold beers.
The SUB will be released in various markets in 2014, starting with France and Italy. The first brands available in the new barrel will be Heineken, Affligem, Desperados, and Birra Moretti Baffo d'Oro, in addition to seasonal beers.
The SUB will be backed by a digital platform that shows detaçhes of products and allows you to shop online. The site will also be marketed accessories such as glasses, spatulas and crackers, among others.