Amsterdam, 18th October 2013 - HEINEKEN last night unveiled THE SUB®, its latest innovation for the fast growing at-home beer market. The Heineken® branded THE SUB® is a sleek, stylish draught beer lifestyle appliance that has been created in collaboration with HEINEKEN, award winning designer Marc Newson and consumer technology experts KRUPS.  

THE SUB taps into the urban consumers' increasing desire to enjoy a premium draught beer experience in their own home. With the machine comes THE TORP®, a brand new 2 litre keg which completes the system enabling consumers to pour perfect quality, super chilled beers.

THE SUB will be rolled out across a number of markets in 2014, starting with France and Italy. It will be sold with Marc Newson designed optional extras including a full serving case, glassware, mats and a skimmer. This will enable consumers to create the quality pour that HEINEKEN's brands are known for with a small group of friends or family, in the comfort of their own home.

THE SUB will be supported by a digital platform - www.THE-SUB.com - which will allow consumers to discover the concept, and ultimately shop online for an assortment of world beers from HEINEKEN's portfolio. They will discover new brands, and enjoy the convenience to have them delivered directly at home.

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. And they also want the convenience of trying a variety of beers. THE SUB is an innovation that delivers this and more."

Marc Newson, designer, said, "My collaboration with HEINEKEN and KRUPS has been a very enjoyable one. It's always rewarding when you get to work with experts, and are able to turn the nuts and bolts of a machine into an innovation that will be admired for its design look as well as its functionality. The SUB will fit in comfortably to anyone's home - it has a compact size and a sleek design. "

Renaud GEY, Vice president Partnerships at Groupe SEB, said, "We have been in partnership with HEINEKEN for ten years under the KRUPS brand, working with the design and innovation teams to create a system that will offer to our consumers a high quality beer experience to be enjoyed at home. The SUB is the next generation appliance from the Beer Tender system, which we have created for HEINEKEN. We have captured the learnings of Beer Tender, and we have produced THE SUB®, a breakthrough innovation that delivers ultimate quality."

The Paris event saw Marc Newson, KRUPS representatives and the HEINEKEN Innovation and Design team unveil the product. Attendees were then given access to specially designed rooms showcasing the new product, and were treated to performances from MGMT and Daniel Avery.

For more information about the SUB, please visit www.THE-SUB.com

For more information about HEINEKEN's design, please visit www.theheinekencompany.com
and for more information on Marc Newson, please visit www.marc-newson.com


Editorial information:
HEINEKEN is a proud, independent global brewer committed to surprise and excite consumers with its brands and products everywhere. The brand that bears the founder's family name - Heineken® - is available in almost every country on the globe and is the world's most valuable international premium beer brand. The Company's aim is to be a leading brewer in each of the markets in which it operates and to have the world's most valuable brand portfolio. HEINEKEN wants to win in all markets with Heineken® and with a full brand portfolio in markets of choice. The Company is present in over 70 countries and operates more than 165 breweries. HEINEKEN is Europe's largest brewer and the world's third largest by volume. HEINEKEN is committed to the responsible marketing and consumption of its more than 250 international premium, regional, local and specialty beers and ciders. These include Heineken®, Amstel, Anchor, Biere Larue, Bintang, Birra Moretti, Cruzcampo, Desperados, Dos Equis, Foster's, Newcastle Brown Ale, Ochota, Primus, Sagres, Sol, Star, Strongbow, Tecate, Tiger and Zywiec. Our leading joint venture brands include Cristal and Kingfisher. The number of people employed is over 85,000. Heineken N.V. and Heineken Holding N.V. shares are listed on the NYSE Euronext in Amsterdam. Prices for the ordinary shares may be accessed on Bloomberg under the symbols HEIA NA and HEIO NA and on the Reuter Equities 2000 Service under HEIN.AS and HEIO.AS. HEINEKEN has two sponsored level 1 American Depositary Receipt (ADR) programmes: Heineken N.V. (OTC: HEINY) and Heineken Holding N.V. (OTC: HKHHY). Most recent information is available on HEINEKEN's website: www.theHEINEKENcompany.com.

KRUPS is one of the international brands of Groupe SEB which is the world leader in small domestic equipment. Groupe SEB operates in nearly 150 countries with a unique portfolio of top brands including Tefal, Rowenta, Moulinex, Krups, Lagostina, All-Clad, and Supor, marketed through multi format retailing. Selling some 200 million products a year, it deploys a long-term strategy focused on innovation, international development, competitiveness and service to clients. Groupe SEB has nearly 25,000 employees worldwide.

Press Enquiries:

HEINEKEN International:
Marnie Kontovraki
HEINEKEN Brand Consumer PR Officer
+31 (0) 20 5239 355

Edelman PR:
Matt Crowhurst
T + 44 (0) 20 3047 4042 / M + 44 (0) 7971 301 874

Attached images with photo caption:

  1. François-Xavier Mahot (r) and Marc Newson (I) Draught The First Beer From THE SUB 

  2. Heineken THE SUB Home Draught - Front View 

  3. Heineken THE SUB Home Draught - Side View